Harley-Davidson: PHOTOBOMB

Credits & Description:

CLIENT PHD BIKES
PRODUCT HARLEY DAVIDSON
ENTRANT Y&R PRAGUE, CZECH REPUBLIC
TYPE OF ENTRY MOBILE
CATEGORY USE OF MOBILE TECHNOLOGY
TITLE PHOTOBOMB
PRODUCT/SERVICE HARLEY DAVIDSON
ENTRANT COMPANY Y&R PRAGUE, CZECH REPUBLIC
ADVERTISING AGENCY Y&R PRAGUE, CZECH REPUBLIC
JAIME MANDELBAUM Y&R PRAGUE CHIEF CREATIVE OFFICER
JAIME MANDELBAUM Y&R PRAGUE CREATIVE DIRECTOR
GERRIT/JOHN GERISCHER ART DIRECTOR
KLARA KOUBKOVA COPYWRITER
TOMAS TOMASEK G.P.S PRODUCTION PRODUCTION
VALERIO MENDOZA MAKING OF
EDGAR ORTIZ MAKING OF
CAIO DIAS MAKING OF
CARLOS BAER MOTION DESIGNER
MAREK DUSIL PHOTOGRAPHER
ADAM BARTAS RETOUCH
ADRIAN LE HANNE ICONMOBILE GMBH CHIEF TECHNOLOGY OFFICER
DR. HOLGER NÖSEKABEL ICONMOBILE GMBH DIRECTOR MOBILE CONSULTING
JIRI SVORC MAKING OF
Links
Mobile URL http://www.youtube.com/watch?v=zPS1FRzQH7Y&feature=youtu.be
Creative Execution
We wanted to address the people without them noticing, so the emotions get even bigger by the surprise they get in the end. Using parked Harleys as bait around the city we developed a special infra red light technology that creates a message which can only be captured by cell phone cameras but is not visible to the naked eye. Without any app, any download or a single line of code, just using physics we created an entire new way to advertise on cellphones. So we managed to make people photo bomb their own picture with our message.
The campaign was done right at the beginning of biking season, and even before reaching the largest motorcycle exhibit it had already covered it's cost over 3 times.
To attract new customers Harley Davidson needed to address wanna be bikers. So our task was clear, get this message to anyone who ever thought of buying Harley Davidson and remind them that they can simply lease one. In order to do that our strategy was to get through to them when they're really excited about the brand and take photos of other people's bikes in the street, we just needed to surprise them with our message. The insight is these enthusiasts love taking photos of other people's bikes sometimes even posing with it.