In this completely new campaign by Harley-Davidson, the accent is put on stereotypes of their drivers and the images when you think about motorcycle riders. This is the latest evolution of its “No Cages” campaign, which puts real Harley riders in the spotlight, while also launching brand new Seventy-Two Sportster model.
The campaign is called “E Pluribus Unum” which means “Out of many, one”, and it is promoting the uniqueness of the Harley-Davidson riders. If I was making a campaign I would name it “Primus Inter Pares”, it suits them somehow. The campaign is made out of crowd sourcing Facebook application dubbed Fan Machine, that allows their riders (fans) to review an advertising brief, submit ideas and vote on submissions from other community members.
Of course, the campaign is spread all over the internet with the hashtag on twitter #StereotypicalHarley, where riders can put their pics, videos, ideas that shows how stereotypical they are, or not. In the video below you can see some of the riders who are just normal people enjoying their ride.
“The beauty of the ‘E Pluribus Unum’ campaign is that it uses the element of surprise that exists in every Harley-Davidson owner to inspire people to think about riding our motorcycles,” said Scott Beck, Harley-Davidson’s General Manager of Marketing Operations for North America.
However, Harley didn’t do this by themselves. They worked with famous advertising agencies including Victors & Spoils, VSA Partners, Digitas and Sapient to bring the entirely digital campaign to life. The main creator of Idea “E Pluribus Unum” is Harold Chase, from Tukwila, Washington, while the riders in the videos were casted from Twitter.