Harley Davidson was secretly about to release their first ever electric motorcycle. So we launched an unapologetic announcement campaign that embraced the spirit of innovation and ingenuity.
We first released a video on YouTube that simply had the launch date as the title. It was an ambiguous video, but the sound alone would let the public know that this was no typical Harley.
A day later we uploaded an announcement video, confirming people’s suspicions about the first ever electric Harley motorcycle. It is a powerful narrative illustrating Harley’s rebellious past, and it’s latest defience of standard conventions. We invited viewers to join us for the ride.
What's crazier than telling Harley fans that we launched an electric motorcycle? Giving them the chance to experience it for themsevles. The Project LiveWire tour was then launched. People were able to see the bike, learn about it’s features trhough an interacticve screen, get on a real stationary bike, and even test ride one around the city.
The Project LiveWire microsite was created, where viewers kept track of the teaser and launch videos, along with information about the tour, and the ability to share their experience.
