1. 1. by euri parkHARLEY DAVIDSON
2. 2. OVERVIEW
3. 3. Documentary series, Doin it Baja, released on Vice Magazines media channels Commercial that features two skateboarders, introducing the 48 bike. One of the skaters featured on HDs website for the Dark Custom version of the 48 bike. OVERVIEW I dont really care where I go. Its who I go with. Heath Kirchart, Doin it Baja
4. 4. DOIN IT BAJA Harley Davidson x Vice presents: Doin it Baja (Part 1/8)
5. 5. THE 48 Heath Kirchart, Leo Romero, Brian Hansen and Matt Ball for the brand new 48
6. 6. DARK CUSTOM 48 Heath Kirchart for HDs Dark Custom 48
7. 7. THE CHALLENGE
8. 8. The slow economy and advances in technology has created an interesting crossroad for young people. Traditional life milestones (college, salaried job, marriage, family, retirement) are no longer the norm. MARKET ANALYSIS Doin it Baja
9. 9. -20-something living in Bushwick. -Hes a woodworker, visual artist and musician. -Still lives in a studio -Instead of a wife, he has a main- hang. -Vintage caf racer. CULTURAL STETHOSCOPE: HBOS GIRLS MEET ADAM:
10. 10. Hard Facts HDs audience is similar to co-brander, Vices readership: 63% Male/37% Female Mean age: 27.6 Mean individual income: $40,832 Social habits 62% of audience spends 3hrs online/day 82% go to a bar or club at least 1x/week 83% likes to know about new music/bands/releases before anyone else Translation Young men and women Who may be experiencing a quarter-life crisis Artfully Instagram-ing said crisis Tastemakers within their social groups Left leaning frequenters of bars Music: social experience Conspicuous consumption Have the means to make enough money to afford this lifestyle AUDIENCE ANALYSIS
11. 11. What makes a person or brand cool? Reverting back to vintage influences for authenticity Or diverting to hipster microcultures for individuality Positioning by self- image Pro skaters and their friends going on rowdy, spontaneous bike trips = aspirational group AUDIENCE ANALYSIS Harvey Foster in Doin it Baja
12. 12. THE CHALLENGE
13. 13. This audience likes to have their finger on the pulse But they can sniff out corporate phoniness in a nanosecond Very little emphasis on endorsements from pro-skaters Gritty, authentic, rebellious The process of introducing the brand to this audience was slow, layered, and subtle. BRAND STRATEGY Doin it Baja: Cyclist Hime Herbert, and pro skater Arto Saari
14. 14. Insight: You want to be cool and authentic? Big Idea: Look back to HDs roots Hells Angels Only rode Harleys Authentic embodiment of rebellion & independence Style is cyclical Leather jackets, Rayban wayfarers, dark wash jeans & facial hair are still in fashion. CREATIVE ANALYSIS Hells Angels in Life Magazine, 1965. Photographed by Bill Ray
15. 15. Online media is clutch. Cheap, far reaching, easily shared But vulnerable to biting critics Co-branding aligns them laterally, Instead of bearing down from above HD isnt for The Man, its for you, man. MEDIA STRATEGY Harley Davidson x Skateboarder Magazine, 2012
16. 16. At the time, HDs median age was 46 In 2008, sales had dropped 6.2% Value of the HD brand fell by 43% to $4.34 billion in 2009 DID IT WORK?
17. 17. Initial docu-series from 2009 resulted in: 6M views 54.6M brand impressions 220k FB likes 23% increase in young adult purchases As of 2013: #1 seller of new bikes across all engine displacements YES.
18. 18. Gained street cred in a younger demographic Established market for the lighter weight, lower priced Street line of HD bikes New generation of Harley Riders FUTURE OF HARLEY DAVIDSON Magdalena Wosinska Photography
19. 19. THANKS, MAN.
20. 20. L I F E M a g a z i n e r i d e s w i t h t h e H e l l s A n g e l s http://life.time.com/culture/h ells-angels-rare-photos-by-bill- ray-1965/ N Y T c o v e r a g e o n H D http://www.nytimes.com/201 0/07/18/automobiles/18SKAT ER.html?pagewanted=all&_r= 0 http://www.nytimes.com/200 8/04/20/automobiles/20HAR LEY.html?pagewanted=all http://www.nytimes.com/200 9/05/28/business/media/28a dco.html?_r=0 R e f i n e r y 2 9 : L i f e s n e w m i l e s t o n e s http://www.refinery29.com/2 013/10/54412/life- milestones#page-2 S k a t e b o a r d e r M a g a z i n e http://www.skateboardermag. com/features/harley/ I n v e s t o r R e l a t i o n s o n H a r l e y D a v i d s o n s w e b s i t e http://investor.harley- davidson.com/phoenix.zhtml?c =87981&p=irol-demographics V i c e C a s e S t u d y http://company.vice.com/en_ us/casestudies/harley- davidson-doin-it-baja http://socials.uk.vice.com/doc uments/media- kit/Vice_Media_Kit_2013.pdf N e w d a t a s h o w s t h a t H a r l e y - D a v i d s o n i s N o . 1 s e l l e r o f s t r e e t b i k e s t o y o u n g a d u l t s , w o m e n http://www.jsonline.com/blog s/business/204071901.html H a r l e y - D a v i d s o n 4 Q R e p o r t - S a l e s U p i n 2 0 1 3 http://www.motorcycle- usa.com/568/17865/Motorcyc FURTHER READING & SOURCES Life Magazine, 1965