Support the promotional action informing where the event was going to take place and generate high visitation. Harley-Davidson was organizing a HOG (Harley Owners Group) reunion at the shopping’s parking area. At the mall’s lobby some motorcycle were displayed for sale.By using the provocative sentence “Do you want more wind?” in the hair dryer, Giovanni,FCB found out a way to reinforce Harley Davidson’s attributes such as freedom, happiness and pleasure.There was an increase of 23% on products sales compared to 2001. Harley Davidson’s marketing department considered it an outstanding figure). Harley-Davidson was developing a promotional action in a very upscale shopping mall and the agency was challenged to find out opportunities to maximize the brand communication during the event. Using hand dryers inside men’s room, Giovanni,FCB has developed a totally unique and astonishing medium that had never been used before in Brazil generating high impact for the communication strategy. This idea was very cheap in terms of production.

Harley-Davidson was developing a promotional action in a very upscale shopping mall and the agency was challenged to find out opportunities to maximize the brand communication during the event.