Adeate the Vroomers MDI Gurgaon

8/8/2019 Adeate the Vroomers MDI Gurgaon

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Harley Davidson

Road Trip


2/10

Why road trip

1. Testing across road conditions

2. Increased visibility for the real product

3. Emotional connect with the consumer

4. Justification of performance claims

5. Customer involvement with the concept of cruising, thrill

and adventure

6. A continuous, live and dynamic promotional campaign

7. Exposure to areas not covered under the traditionalchannels of advertising

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3/10

Strategy

Teaser for launch of competition/ road trip

Two competitions: First, winner gets a HD bike while other 15 get to be a part of the trip(from one hub

city to another). Open for both men and women.

Second, women centered: winner gets to be the pillion rider

Print/Radio/TV Ads for the competitions/road trip Publicity of the road trip in the HD Showrooms

Local ads in cities which are the hubs on the road trip

Major flagging off in Hyderabad

Local celebrity to lead the road trip till the next leg

Fanfare and promotions all along the route, especially in the hub cities

Riding team(and the celebrity) changes at every hub city

Last leg as the Adventure Leg, from Chandigarh to Leh

Possible live coverage of the whole trip/hub cities by channels likeMtv/[V]/News Channels etc.

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Strategy (contd..)

Main Competition: Online questionnaire and submission of a photographwith a bike based on the

theme my machine, my world. It will be the elimination round.

Maze cum treasure hunt for the selected 100 participants based on brandrecollection. The first person to get out of the maze wins a HD bike while the

next 14 get to be the part of the road trip for their regional lap.Pillion Rider Competition(only for women): Online questionnaire and submission of a photographwith a bike based on the

theme my machine, my jewel. Top fifteen are selected with one selected outof a lucky draw to be the pillion of the celebrity.

Note:1. The competition will happen at eachhub city for the subsequent regional lap.

2. A total of 20 bikes would be on for the road trip with one bike for thecelebrity and 4 manned by the Harley-Davidson Staff.

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5/10

Promotional Campaign

Print Ad

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6/10

Radio/Video

Radio jingle:

chal pade hain saare.desh ko sajaane

Harley-Davidson.josh bhar de aey zamaane Video Idea:

Flashes of images of harley-Davidson bike standing

alone on a road- a bike rally India

Fast paced music with the logo of The great Indian

Road Trip coming at the end

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7/10

Route

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Hyderabad

First showroom of Harley-Davidson in India

High purchasing power of consumers

High affinity for big bikes in citizens

Chennai

4th largest consumer spending in the country

Large industrial houses

Maximum exposure to the entire state

Bangalore

IT hub of the country

3rd largest consumer spending in the country High percentage ofhigh and upper middle class

Latest showroom of Harley-Davidson opened


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Route(contd..)Goa Maximum percentage ofhouseholds withmonthly income more than Rs. 10,000

Panaji has the 2nd highest per capita incomein the country

Mindset matches with the image of Harley-

DavidsonMumbai

Financial hub of the country

High spending power of the consumer

High exposure and publicity prospects

Surat

Large percentage of youth- potential buyersWealthy businessmen (Diamond)

City withmaximum potential on the GoldenQuadrant between Mumbai and Jaipur

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Jaipur Fusion of Indian culture with western

image of Harley-Davidson

Attraction to the royalty of the state

Among the top ten cities in terms of

consumer spending

Delhi Capital city- Highmedia attention

Maximum consumption spending in the

country

High percentage of potential buyers

Chandigarh

High

est per capita income in th

e country Capital of two states-Highmedia attention

Image of Harley-Davidson identifies with

the big built of the locals

Kullu-Manali-Leh

The adventure leg


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Budget

Travel expense 2.5 lacs

Celebrity expense 50 lacs

Accommodation - 12 lacs

Free 30 lacs Media 20 lacs

Miscellaneous promotion 10.5 lacs

Promotions: initial competition, pillion rider competition,celebrities, change of teams, receiving and flagging off,accessories

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10/10

Thank you

Documents

Adeate the Vroomers MDI Gurgaon