For a while Harley Touring range had been perceived as your Dad’s bagger. Losing its relevance among the younger audience. In 2017 Harley unveiled their newest Touring bikes. Taking this opportunity, we revealed the bikes in a new light. In fact, less light. Almost darkness.
Introducing the Dark side of Touring
To add up on thrill and attitude, we collaborated with Gumball 3000 and made Harley the first ever bike among the world’s most stunning machines in a legendary rally. For everyone a regular test ride could turn into the ultimate 3000 miles, 8 days test ride with a Dodge Hellcat to your left and a Lamborghini Aventador to your right.
The campaign was rolled out across APAC from Japan down the map to New Zealand. Revealing the new custom blacked-out website. Social, display, print ads in 11 languages and variety of formats. It became one of the most successful Harley campaigns in sales and brand building in APAC.