By Rebecca Stephenson

Why are we advertising?

Whom are we talking to?

The “Nice Guy”

What do they currently think?

With which age group do you

associate Harley-Davidson?

What would we like them to think?

What is the single most persuasive idea

we can convey?

You won’t always be this young or

this free. Harley-Davidson

motorcycles will help you live life

to the fullest.

Why should they believe it?

Creative guidelines?

Print Ads

Want to avoid r ush hour t r affic? Take the scenic r oute home.

N ice guys don’t have to finish last.

We know who you are.

You’re the “work hard,

play hard” corporate

type. Only problem is,

you don’t have much

time to play hard these

days. Sometimes it

seems like mundane

office tasks are taking

over your life. You need

to get out and have some

fun.

We’re here to help. Your

evening commute takes

on a whole new meaning

when your form of

transportation is a shiny

new H arley-Davidson

motorcycle.

You’re going to want to

take a detour this time.

L ife can move fast, but

H arley moves faster.

I t’s time for the ride

of your life.

TV Commercial

Nice guys don’t have to finish last..

Online Video

The Tough Guy Challenge

• Events will be held across the country

• YouTube videos will show competition highlights

• Winner will receive a custom-made Harley-Davidson motorcycle

• Contestants must:– Change a tire

– Find a remote

– Carry heavy bags

– Finish a mud-filled obstacle course

– Race to the finish on a Harley-Davidson bike.

Digital

Video Contest

• Tell us why you ride

• What would be your dream road trip?

• Voting on Harley-Davidson website

• Judges choose from 5 finalists

• Winner gets a Harley-Davidson motorcycle

Thank you!