FIGARODIGITAL.CO.UK
AUSTRALIA Harley-Davidson is often cited as a brand that doesn’t need to market itself: everyone knows exactly what the Milwaukee motorcycle manufacturer stands for. But Harley are canny operators. In 1995 they attempted to trademark the 45-degree V-twin single crankpin motor’s distinctive ‘potato-potato-potato’ sound and in 1999 launched an (unsuccessful) bid to trademark the term ‘hog.’ But even bikers need to roll with the
times. To lift sales in Australia of its Touring range, Harley-Davidson created the 24-hour test ride – a full day in the saddle for prospective owners. To highlight the sense of the adventure associated with the brand, Aussie agency 303Lowe produced the final scene of a short film in which a man wakes up with a Harley. Other young filmmakers were then invited to imagine – and shoot – the rest of the film. The results were shown at The Open Road Film Festival on Bondi Beach, where fans could vote for their favourite version and sign up for the 24-hour road test.
Openroadfimfestival.com was the online hub and the top eight films were viewed over 10,000 times.
The campaign generated far more interaction than
46 issue 21 july 2014
Damian Ryan’s new book The Best Digital Marketing Campaigns in the World II showcases some of the most successful online strategies being employed by brands around the world. We select some of our favourite
examples of global innovation and ask what marketers can learn from them
anticipated, including celebrity endorsement, extensive online and offline coverage and – crucially – lifted sales of the Touring range by 43 per cent.
The lessons: no brand is too big to
ignore digital media. Strong ideas set their own agenda. And if you’re lucky enough to have a genuinely engaged community, don’t be afraid to let them steer a campaign themselves.
FLOW (FOR LOVE OF WATER)
SOUTH AFRICA Only 2.5 per cent of the world’s water is fresh. This South African campaign, run by agency Native and launched to coincide with World Water Day in March 2013, was designed to help users make simple changes to their water usage, thereby limiting waste. Proving that sometimes literal is the way to go, the campaign featured live streaming
footage of a real-life tap through which flowed recycled water. Users were asked to Tweet or share their commitment to saving water and, once 10,000 shares were reached, the online tap was turned off. It took 71 days to stem the flow
(an Arduino
microcontroller picked up Tweets and ARTICLE JON FORTGANG
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