Harley Davidson motorcycles are synonymous with freedom, rebellion and power. Such an iconic brand was secretly about to release their first ever electric motorcycle. How do we announce it to the world while staying true to their heritage?
Their loyal fanbase may have second thoughts about such a drastic move, but there is also nothing more bold than accepting change, and making a statement about the future.
Launch an unapologetic announcement campaign that embraced the spirit of innovation and ingenuity — Project Livewire.
We first released a video on YouTube that simply had the launch date as it’s title. It was an ambiguous video where the sound alone would let the public know that this was no typical Harley.
A day later we uploaded an announcement video, confirming people’s suspicions about the first ever electric Harley motorcycle. It is a powerful narrative illustrating Harley’s rebellious past, and it’s latest defience of standard conventions. We invited viewers to join us for the ride.
What's crazier than telling Harley fans that we launched an electric motorcycle? Giving them the chance to experience it for themsevles. The Project LiveWire tour was then launched. People were able to see the bike, learn about it’s features trhough an interacticve screen, get on a real stationary bike, and even test ride one around the city.
The Project LiveWire microsite was created, where viewers kept track of the teaser and launch videos, along with information about the tour, and the ability to share their experience.
Agency – The Marketing Arm
Art Director - Me
Creative Director | Copywriter – Brandon Stuart
Site Production – Digitas