303Lowe launches Harley-Davidson ‘Book Club’

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poster_landscape_HR_V2.jpgHarley-Davidson has created a “Book Club” with a difference, in a new campaign created by 303Lowe.

 

To promote the launch of the 2014 Harley Genuine Motor Accessories catalogue, the campaign features the Harley-Davidson-style ‘Book Club’ complete with Skull & Cross Bone China.

 

The catalogue contains all the genuine parts and accessories for Harley-Davidson allowing owners to customise their vehicles and ensure their property is king of the road.

Matt Clarke, head of business management at 303Lowe: “We wanted to find a unique and interesting way to tell our consumers the new 2014 catalogue had arrived.  The idea was to create a twist on a traditional book club night, done in a Harley style.”

 

print_ad_V10_HR.jpgSays David Turney, Harley-Davidson sales & marketing manager – P&A, GM, Service: “We’re always looking at new ways to change the scheme when it comes to marketing our genuine parts & accessories brands in a cluttered competitive landscape.  The yearly release of a new catalogue is a very big deal in the Harley community so for the 2014 edition we wanted an idea that kept the Harley-Davidson flavour intact while having a bit of fun with the way our customers interact.  That’s the Harley Book Club”.

 

The campaign will run through October & November across print, digital and in-store.

 

Client: Harley-Davidson Australia, Parts: David Turney, Adrian O’Donoughue

Agency: 303Lowe

ECD:  Richard Morgan

Art Director: Adam Whitehead, Alex Haack

Copywriter: Sean Larkin, Kate Holdsworth

Digital CD: Phil Watson

Designer: Paula Cardona

Head of Business Management: Matthew Clarke

Business Manager: Laura Dewey

Planner: Dan Clark

Digital Production: David Baptiste

Media: 303Lowe

Photography: Sean Izzard, The Pool Collective