~ Auto Buzz ~: VIDEO: Harley-Davidson Just Launched a New Marketing Campaign and You’ll Want to Watch the First Advertisement From It Campaign themed “Live Your Legend.”
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Wednesday, 16 March 2016
VIDEO: Harley-Davidson Just Launched a New Marketing Campaign and You’ll Want to Watch the First Advertisement From It Campaign themed “Live Your Legend.”
Harley-Davidson launched a new marketing campaign today, and it may very well be the most sentimental and far-reaching campaign the manufacturer has launched to date. Dubbed “Live Your Legend,” Harley hopes that it will go on to grow what the manufacturer refers to as “the pool of riders.” It’s no secret that the mean age of motorcycle enthusiasts is climbing and that, for a number of reasons, the industry as a whole has been unable to offset the number of people leaving with an equivalent number of new riders—let alone a larger set. Every manufacturer is looking at how to overcome that, and this campaign is Harley’s big push, from the marketing side, toward growing the number of new motorcycle owners. But don’t consider the campaign to be tailored toward a younger audience only, suggests Harley-Davidson’s US Marketing Director Dino Bernacchi: “Actually, we've already been reaching out to a younger audience base. This campaign is really hitting at the sweet spot of those Gen-X type individuals who may be starting a family, or may already have a family, but may not yet perceive the gift of motorcycling, because of all the things they believe are in the way. It’s for those who don’t realize how motorcycling can enrich their lives.” As motorcyclists, you and I already understand what it is that makes motorcycling so great. We know that there’s nothing quite like hitting the open road and leaving all of life’s stresses back at home, tied up behind the garage door. The problem is that those who have never ridden a motorcycle don’t. They don’t realize the freedom that comes with owning a motorcycle, or how much deeper your relationships become with those who you share the experience with. And as a result, those people never end up throwing a leg over a bike, and chances are neither will their kids, friends, etc. Bernacchi nearly experienced this first hand, going on to say that, “I didn't end up on two wheels until I started working here at Harley. And the gift I gave myself, was at the time, taking my, then 10-year-old and 8-year-old kids for motorcycle rides. And now the closest my daughters and I are is when we ride together on my motorcycle. It's a richer, deeper bond.” This campaign hopes to expand on that belief, in the end pushing people to get out there and try motorcycling—on a Harley, of course. To be a portal for people to share their experiences, and to make others want a piece of that two-wheel pie. Maybe the campaign will sell more Harley-Davidsons, and maybe it won’t. But if it gets at least a few more people to consider becoming a motorcyclist, when in the past those people hadn’t, then it’s a success in my opinion. Click play on the video above, and see if Harley didn’t at least give you a little something to think about.
