HHrley-Davidson Street 750
・A mini-pamphlet was produced as a tool to change the traditional “muscular” and “wild reputation” brand image. Copies are distributed at fashionable places such as HMV (an entertainment retail outlet) in trendy Shibuya and cafes in chic Daikanyama.
・The aim is to establish stylish urban perspectives to make a younger generation feel that Harley-Davidson is relevant to their lifestyle.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
・Harley-Davidson must establish a good relationship with the young adult segment, or males and females age 18-34 with low engagement with the Harley-Davidson brand, in order to gain market share into the future.
・The STREET 750 is a new model offering the riding experience unique to Harley-Davidson motorcyles in urban terrain as opposed to the open road. Its pricing is surprisingly low for the Harley-Davidson brand, under 900,000 JPY, which represents the company’s seriousness towards the young adult target segment.
OPERATION / FLOW / INTERACTION:
These free-to-take flyers are placed on the counter of select clothes shops and audio-visual stores, places well known to be gathering spots for young adults.
PROJECT DURATION AND LOCATION:
The STREET 750 was launched in February 2015, and the mini-pamphlets have been distributed since March.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
The strategy was to position the STREET 750 within the realm of fashion items such as wristlets, rings, perfume and other personal lifestyle items. This called for creating new touch-points where targeted customers exist, and developing tools adapted to these locations. Placed on the counter of various select-shops, the pamphlets appealed to people accustomed to picking up high-fashion brand flyers. The aim was to create an element of surprise as the pamphlet actually promotes Harley-Davidson, and we wanted to observe the customer’s astonishment.
SPECIFICATIONS / TECHNICAL PROPERTIES:
This flyer is made of a hard texture paper chosen on purpose and is comprised of 16 pages.
Dimensions: Width 180mm x Height 80mm.
We chose this mini-size flyer so that it can be easily picked up and inserted into the back pants pocket.
In order to combine a “new lifestyle” feel to the Harley-Davidson brand image, we took inspiration in various lifestyle magazines popular among young people. Instead of the traditional “product hero” approach, we tried to insert a special “Harley-Davidson touch” that’s relevant to the young adult lifestyle, inducing prospects to view Harley-Davidson products as fashionable and trendy.
TEAM MEMBERS (3) :
Creative director: Yoshitaka Nonaka, Art director: Eriko Takahashi and Copywriter: Hiroyuki Arai
E-graphics communications, 2015.