To build awareness for the new Harley Collection 2008 and to get the Harley fans and potential clients to visit the showroom. The challenge was to find an unique way to get attention for the new Harley Models with a moderate budget. By approaching the target group in an unexpected environment. As most bikers use trams and buses during the winter, they started negotiating with the public transportation companies to use their platform in a way that was never seen before in Switzerland. There is no other biking style that is as typical as the one on a Harley. Bikers are passionate about this very unique style of riding. So they welcome every situation which reminds them of the riding pleasure that is waiting for them in spring. Talk of the tram – and full house during the «Harley Days» exhibition in March 2008.
Agency: Wirz/BBDO Zurich, Switserland.