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Carmichael Lynch vice president Lee Lynch talked about "The
Harley Davidson Story". The award winning agency is located
in Minneapolis which is America's fifth largest advertising
center. Harley Davidson has been a Carmichael Lynch client
for 23 years.
The
family, after selling the brand, was compelled to buy it back
when they found that the name was being extended to too many
products like bicycles. At one time, there were plans to make
a Harley Perfume and he was thankful that those plans did
not materialise, he said.
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"The
company spends more money on its print brochure building
the cult than it does on advertising through the tube."
Lee Lynch |
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Harley
was elected to the marketing hall of fame a couple of months
ago. The company spends more money on its print brochure building
the cult than it does on advertising through the tube. Interestingly,
TV ads never feature a person. That is because as per research
the company found that viewers preferred projecting themselves
onto the ad. Harley always concentrates on 'Advertising with
attitude'. The profile of a buyer is a 46 year old who earns
$ 80,000 annually, Lynch said.
One
of their best print ads showed the bike next to a fridge with
the tagline 'Life should be so simple'. This is meant to signify
a release from lifes daily tensions. A new model of the bicycle
'the bad boy' is in the ad positioned near a penitentiary.
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"Harley
always concentrates on 'Advertising with attitude'.
The profile of a buyer is a 46 year old who earns $
80,000 annually"
Lee Lynch
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He
spoke of the Harley Owners Group (Hog) club. Bike owners get
together for special events. Of late Harley copyrighted the
unique sound when they found imitations coming from Japan.
A great television ad sees a blind man recognising the Harley
due to the uniqueness of the sound.
Another
ad showed a middle aged man saying that if had do it all over
again he would get himself a Harley. Through this ad the company
hoped to strike a chord with youth to aspire to get enough
money to buy one.
Click
for details of Michael Wood's presentation
Click
for details of James Best's presentation
Click
for details of Baz Luhrmann's presentation
Click
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