303Lowe launches Harley-Davidson ‘Book Club’
Harley-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.”
Says 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
1 Comment
Beautiful shots.