“Choice is here”
Global re-launch of the Indian Chief Motorcycle
Indian is the oldest bike brand in America, but up until just a few years ago, Harley Davidson had dominated the heavyweight cruiser motorcycle category. The freedom that real riders cultivate clashed with the lack of choice they had in buying options. For years, it was Harley or nothing.
In 2013, I led a team in the global relaunch of the iconic Indian Chief. We challenged consumers to rethink their choice, positioning Indian as the motorcycle for "Real" riders—tapping into the individualistic spirit that compels consumers to the category.
Through TV, web, social, print, in-store, and events, ending with "Bike Week," on the History Channel. We created a full week of evening TV programming using content that celebrated motorcycling, sponsored by our historic brand. It ended with a live launch event from Sturgis, simulcast in Tokyo, London, and Sydney.
“A television ad developed for the introduction shows a Harley owner lavishly cleaning, buffing and shining his bike; in the ad’s punchline, he slaps a For Sale sign on it and walks away. After riding the new Indian, I get it.”
- Jerry Garrett, The New York Times
National teaser commercial to let riders know that Harley’s monopoly was soon to end. Directed by Bryan Michurski and Matt Pruett. DP: Dave Schnack
TEASER PRINT
Go after the die-hards
We created a campaign directed at riders who were purists, those who wouldn’t be caught dead trailering their bikes to Sturgis. The ads were challenging since the bike was still in production, so we had to use old bikes in a way that didn’t showcase the details. It’s always something, “Am I right?”
Bike Week
Choice arrives on the History Channel
After months of waiting for the bike to be production ready, we were finally able to showcase the bikes. We created “Bike Week” a partnership with the History Channel to own a week of motorcycle-related content with interstitials hosted by Mike Wolf of American Pickers. He presented historical Indian Motorcycle footage that led in and out of every prime-time show, promoting the live Indian Chief launch at the Sturgis rally.
Launch commercial created with a 24 hour turn around after the event.
Print and Catalog
After the launch
Once we had a chance to see and ride the beautiful bikes, we could show them in all their glory. We found real riders to play and coast around the desert.
Success!
The brand explodes
The launch was a fantastic success, sparking a social media storm and creating hundreds of thousands of sales leads for dealers all over America—setting the stage for a national Indian Motorcycle comeback.
