Campaign details

Brand: Harley-Davidson
Brand owner: Harley-Davidson Canada
Lead agency: Zulu Alpha Kilo
Contributing agencies: Initiative, Artifact Nonfiction
Country: Canada
Industries: Motorcycles, bikes
Media channels: Content marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Social media, Websites & microsites
Budget: 500k - 1 million

Executive summary

2017 was Canada’s 150th birthday and, by sheer coincidence, the year that Harley-Davidson marked its 100th anniversary in the country. The occasion – and the state of the business – called for a special effort. Looking to the future, the brand needed to attract younger and more diverse riders than the aging Baby Boomers with which it was associated.