HARLEY-DAVIDSON MOTOR CO.
Sean Laughlin Dir.-Mktg., Parts & Accessories
& Genl. Merch.
Donna Parker Project Mgr.-Web Content
CARMICHAEL LYNCH
Sara Piepgras
Jim Nelson
Bob Berken
Heath Pochucha
Peter Hajinian
Adam Ronich
Jay Lemke
Acct. Dir.
Sr. Part.-Exec. Creative Dir.
Assoc. Creative Dir.
Assoc. Creative Dir.
Writer
Planner
Prin.-Assoc. Dir., Media Relations
CITI
Robert O'Leary
Tina Davis
Debra Coughlin
Jennifer Lindauer
PUBLICIS
Rob Feakins
Peter Smith
Laura Stamm-Boyd
Matt Leopizzi
Alex Van Gestel
Bryan Yasko
MEDIAEDGE:CIA
ATMOSPHERE BBDO
Mngng. Dir.-Global Advt.
VP-N. Amer. Advt.
CMO-Cards
Dir.-Advt.
Pres.-CCO
Exec. VP-Global Creative Dir.
Sr. VP-Group Creative Dir.
VP-Assoc. Creative Dir.
Exec. VP-Group Dir.
VP-Mgmt. Super., Cards
LIVE BY IT
Headed into 2007, Harley-Davidson MotorClothes found itself
confronted with an onslaught of competitors from both within
and outside the motorcycle industry – from mainstream apparel
manufacturers capitalizing on the phenomenon of biker fashion
showing up on New York Fashion Week runways to discount
merchant aisles. Harley had to distance MotorClothes from the
growing breed of poser fashions, reminding the world that Harley
is the authentic authority. The brand blew past every goal to
make it a banner year for MotorClothes.
WHAT'S YOUR STORY?
Citi Cards created a unifying brand platform to drive usage. The
insight came from customers – their bill statements were like a diary
of experiences. The big idea was the things people buy with their
Citi Card help create the stories of their lives. A multi-channel
approach launched the campaign. Tracking showed that Citi
outperformed all competitors (all with longer established
campaigns) and beat the category average on key metrics.
After the first year, overall Citi Card usage increased by 8.4%.
