Campaign details

Brand: Harley-Davidson Canada
Brand owner: Harley-Davidson Canada
Lead agency: Zulu Alpha Kilo, Initiative
Country: Canada
Industries: Motorcycles, bikes
Media channels: Content marketing, Direct marketing, Livestreaming, Online video, Outdoor, out-of-home, Public relations, Social media, Websites & microsites
Budget: 1 - 3 million

Executive summary

In the canon of global brands, Harley-Davidson has earned a unique place. Its rebellious authenticity has made it a cultural icon all around the world. For its loyal fans, it's not just a motorcycle; it's a way of life. The name alone evokes vivid imagery of both the machine and the rider who commands it.

And that, in a nutshell, was the problem.

After a century in the Canadian marketplace, the brand was firmly entrenched with baby boomers but wasn't capturing the hearts of younger riders – nor the market share that goes with that. Harley-Davidson was seen as the choice of older riders and it was in danger of falling victim to the nemesis of mature brands everywhere: the difficulty in attracting the next generation of believers while retaining the essence at the heart of everything it stands for.