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Ad: Harley-Davidson - Scratch and Lose

27
September
2011
  Posted at 06:00:00 PM
  File under  Ads Harley-Davidson Helmets
  Author: Mike Werner
  Location: Normandy, France
click to see where Colombia is on the map

Harley-Davidson logo
Interesting concept for an advertisement. It's from Colombia and the ad is for Harley-Davidson Open link in a new window helmets, and the concept came from the Publicis agency. Harley-Davidson had a problem trying to convince motorcycle riders that they need helmets that are scratch resistant. So they came up with a plan...

They printed this advertisement in the local magazines, with the whole page having scratch zones, allowing the reader to scratch away the zone, revealing something.

The whole page was a story, with the story starting "The waitress looks at you and unfastens two of the buttons of her shirt". You then follow the story by scratching away the zones. The tag lines reads "With every scratch, you can spoil a good story. New Harley-Davidson® Anti-Scratch Helmets.".

You can see the ad below (better click on it to see the text in a popup window in the bigger version). According to Ads of the World Open link in a new window, after the ad was published, the number of people coming to the Harley-Davidson shop in Bogota increased 37%, and within 3 weeks, Harley ran out of the scratch-free motorcycle helmets and an increase of 23% of other helmet products. Not bad...

Click for bigger version of Harley Davidson Scratch and Lose
Open image in a new window


Via: Ads of the World



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