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Allegra Vieux

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December 9, 2012

….and the campaign theme is…!

December 9, 2012 | By | No Comments

A few weeks ago I blogged about my Promotion Management class project.

For those of you just tuning in, our Promotion Management class was given the assignment of creating an Integrated Marketing Communications campaign for Blue Springs Harley Davidson.

After 3 months of slaving away at creating the perfect project to present to our client and about 7 all nighters later, I present to you:

The introduction/Overview:

“There is truly nothing more exciting than the sound of a Harley-Davidson
motorcycle on the highway. Whether that bike be the highlight of a long car ride
across the Midwest or a short trip across town, there is something to be said about
the tradition and patriotism of a Harley.

At an early age, people adopt the idea of owning a motorcycle quickly. It is every
young boy’s desire to own a Harley. Somewhere along the lines, reservations cloud
the childhood dream of riding down the highway on a Hog. Some of these set backs
create unanswered questions. Questions of safety. Comfort. Space. Association.

Our response:

“Leave it to Harley!”

If it’s comfort you want, then leave it to Harley.
If it’s safety you’re after, leave it to Harley.
If you want a luxury bike with room for your everyday needs, leave it to Blue
Springs Harley-Davidson to have you covered.

This campaign will break down the stereotype of bikers by using the influential
and iconic Cleaver family of “Leave it to Beaver,” a popular television show the
target market grew up loving and respecting. Overcoming the reservation of
bad association will be the focus of this “Leave it to Harley” campaign. Because,
after all, reserved, conservative families like to have fun too. The family friendly
advertisements will use nostalgia to bring the target (and the target’s biggest
influencers,) to an acceptance of motorcycles from Blue Springs Harley-Davidson.
The interior of the all new store will be masculine enough for the man’s man, but
nostalgic to bring out the child at heart. The customer lounge and service will leave
wives and significant others longing for a trip to Blue Springs Harley-Davidson for
their own escape from reality.

If it’s your wife’s approval you want, leave it to Harley.
If it’s a safe, family-friendly environment you’re after, leave it to Harley.

For anything you want, you can rest in the reliability and comfort that you’re in the
hands of Blue Springs Harley-Davidson. When you’re here, you’re family. So take a
load off and just leave it to Harley!”

no semester long project would be complete without a photoshoot at 3am, right?

My project partner, Colin Starr, and me:

It’s a good thing we clean up nicely for GAME DAY.

A special shout out to Amanda Nigus who designed all of our materials and brought the campaign to life through the visual arts!

After presenting once to our classmates and professors, I am excited to share that our campaign made it into the top 3, presented to our awesome client Lori of Vibe Marketing, and we will find out on Friday if we were chosen!

Over and out!

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