The Ask: To evolve the Harley-Davidson brand’s presence at live events to appeal to younger consumers. To make riding a motorcycle relevant and to dispel the “orange and black” stereotypes that are associated with the brand.
The Answer: The H-D brand is iconic and everyone is aware of it, we just needed to bring a fresh perspective to how the brand could evolve to drive interest with the Gen Z and Millennial non-rider audience. The ask was across all activation touchpoints which includes vehicles and branded structures.
The vehicle renders shown have all been approved and all just completed fabrication:
CUSTOM STRUCTURES
The Chill Experience is a structure concept that we are exploring for 2020 that would be focused on non-rider events. I originally designed it for our partnership with the World Surf League and have now continued to evolve it for use at any events that have more of a “chill” energy, think Hangout Fest and Firefly. I have also designed smaller footprint versions so it can be used across a wide range of events. The interior features Jumpstart experiences for both EV and ICE bikes, social sharing space, and customization experiences.
CAMP 1903 is an H-D branded campground that would be popped up at non-rider and potentially rider events to give a select number of guests a deep level of engagement with the H-D brand. The invited attendees would be a combination of influencers, non-riders, new riders, and evangelist riders. This combo is important because we want the current evangelist riders to share their love and excitement of the brand. We would work with local dealers to identify aspirational current riders. The campground would feature custom glamping style accommodations, but done in a modern way. We picture Camp 1903 going to events like Stagecoach on the non-rider side.
THE HIGH-INTENSITY EXPERIENCE is a structure that is focused on non-riders, but comes with a different vibe than the chill experience. This structure would be used at events such as The XGames, Rocklahoma, Electric Forest and more. The structure was inspired by a modern take on a Quonset hut and it incorporates the lit tunnel from the vehicle concepts. It features Jumpstart experiences for both EV and ICE bikes, social sharing space, customization experiences, and an evolved brand vibe.
VEHICLES
The 53’ Livewire Semi Experience will debut at Formula E in Brooklyn on 7/13 and then it will head to Sturgis. We have used the color blue in many of the vehicles because the H-D brand is launching their first ever EV bike, The Livewire. The semi and the 2 larger trailers all hold 6-10 demo bikes that current riders can take out and experience the EV bike for themselves. Non-riders can experience the bike on a Jumpstart. Inside the trailer is a bar & shield LED selfie nook, the Jumpstart with AR experience, and content screens. The rooftop deck features a customization experience. The ground floor experience features a lounge space and bike displays. All of the vehicles were designed with a number of lit elements that can easily be customized to any color we want with a click of button so that once EV is not the main focus we can easily transform the vehicle to focus on a new launch bike.
The Mini Demo Tour Trailers are 40’ trailers that tour the country, mainly to rider focused events. Each trailer holds 6 demo bikes, a display bike and a bike on a Jumpstart. The orange trailer is focused on ICE bikes aka traditional motorcycles. The blue trailer is focused on the EV bike, Livewire. Both have an LED bar & shield selfie nook for social sharing.
The Livewire Sprinter is our most nimble event asset and is used for mainly non-rider events where demo bikes are not needed. The fully customized Sprinter features a lot of custom touches and a fold out stage and ramp that dramatically leads to our Jumpstart experience. You can see the Sprinter in action HERE at its first event.