Harley-Davidson Continues to Liberate Advertising Creative
Introduces Next Evolution of the "No Cages" Crowd-Sourced Campaign
MILWAUKEE, Sept. 7, 2011 /PRNewswire/ -- Last night, Harley-Davidson Motor Company launched the next evolution of the popular No Cages campaign during the season premiere of Sons of Anarchy on FX. The spot, called "Liberation", adds to the portfolio of creative developed as part of Harley-Davidson's crowd sourcing strategy, introduced last year.
"Liberation" highlights Harley-Davidson's new Twin Cam 103™ engine, which is now standard on 2012 Touring, Softail® and select Dyna® motorcycles.
"We are uniquely able to use crowd sourcing for all of our major creative because of the passion and advocacy of a broad customer base all over the world. This process has helped to liberate the creativity of our most passionate of fans," said Mark-Hans Richer, Harley-Davidson's Chief Marketing Officer. "This latest effort builds upon our momentum as the on-road motorcycles market share leader in the United States, as well as our leadership in sales to young adults, women, Hispanics and African-Americans and the growth we've made in international markets."
Like previous No Cages creative, crowd-sourcing partner Victors & Spoils shared the Harley-Davidson creative brief broadly online, and the best idea was further developed and the creator rewarded. In this case, the idea selected for "Liberation" came from 30-year-old film maker and visual content creator Benjamin Swan of Sioux Falls, SD, who believes that collaboration breeds creation. "An idea lacks dimension until it is looked at from different sets of eyes," said Swan.
Harley-Davidson Motor Company produces heavyweight custom, cruiser and touring motorcycles and offers a complete line of Harley-Davidson motorcycle parts, accessories, riding gear and apparel, and general merchandise. For more information, visit Harley-Davidson's Web site at www.harley-davidson.com.
SOURCE Harley-Davidson Motor Company
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