To promote the launch of the 2014 Harley Genuine Motor Accessories catalogue, 303Lowe has created a campaign featuring 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.
“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,” said Matt Clarke, head of business management at 303Lowe.
“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,” said David Turney, Harley-Davidson sales and marketing manager – P&A, GM, Service.
The campaign will run through October and November across print, digital and in-store.
Campaign Credits: Client Harley-Davidson Australia, Parts David Turney, Adrian O’Donoughue; Agency 303Lowe, executive creative director Richard Morgan, art directors Adam Whitehead, Alex Haack, copywriters Sean Larkin, Kate Holdsworth, digital creative director 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.