Reclaim Your Freedom
This campaign was designed to increase awareness of Harley-Davidson as a female-friendly brand with the ultimate goal of increasing sales among women.
Single Minded Selling Idea
Harley-Davidson motorcycles provide a sense of freedom that is difficult to obtain otherwise.
Insights
1. Motorcycles allow a sense of independence and individuality not found among other vehicles
2. The road is the best place to clear your head
TONE
The tone of the work is positive, supportive, and empowering. We want to give women a different idea of a place where they can clear their head and a new view of freedom.
THE PROOF
Lifestyles and well-being depend heavily upon the ability to have time to relax, as well as feelings of self-confidence, empowerment, and freedom. Motorcycles provide all of these. Harley-Davidson motorcycles give the consumer a way to easily travel on their own, see the scenery with greater ease, and feel free and empowered while letting out the stress of work or childcare through a fun and accessible hobby.
Motorcycles allow riders to have a sense of freedom, individuality, and solitude that is not found among other vehicles. Riders can be alone and without burdens. The road is truly the best place to clear your head after a long day at work, at home with the kids, or in general.
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