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Indian Motorcycle
Take The Dirt Road Less Traveled

RAN IN: United States

CLIENT
Indian Motorcycle

Reid Wilson, Senior Director
AJ Smyth, Senior Marketing Manager
Jamie Kvamme, Global Marketing Manager
Hilary Tollefson, Marketing Specialist
Taylor Young, Experiential Marketing Manager

AGENCY
Solve *Lead Agency


The Brand Amp


Digitas


SUMMARY

Indian Motorcycles needed to grow sales in an aging, declining category. Ultimately, success depended on stealing share from industry dominator and global power brand Harley-Davidson. Despite being outspent 10X, Indian found a way to outmaneuver Harley. By focusing on a small but exploding niche, flat track racing, Indian was able to connect with the next generation of riders and drive volume, vastly outpacing a formidable giant.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT,EVENTS,INTERACTIVE/ONLINE,SOCIAL MEDIA,SPONSORSHIP

Audience: Young Men (20-35)

Objectives: Gain new customers

Type: Business to Consumer

Language: English