The cool kids weren't riding Harleys anymore. We used smart insights to reintroduce them to a legend.
After years as the iconic symbol of the rebel youth, Harley-Davidson found itself out-of-touch with the touch-screen generation. Research by the Milwaukee-Wisconsin Journal showed that around 40 percent of motorcycle owners are 51 to 69 years old, and Harley’s core target customer base was white men over 35 years old.
Harley needed to increase its reach to young adults (aged 18 to 34), women, African-Americans and Hispanics. The good news: our target was part of the largest generation in history; they were more interested in motorcycles than their Gen X predecessors; they shared Harley’s core values of individuality, freedom, and a penchant for counter-culture.
Mirrorball’s objective was to reposition Harley’s brand into the modern millennial-dominated market while maintaining its deep-rooted brand loyalty that the Baby Boomer generation had. We took this goal and created a strategic grassroots campaign called “Boot Camp.”