Cannes Lions

PROJECT RUSHMORE

SAPIENTNITRO, Toronto / HARLEY DAVIDSON / 2014

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Overview

Entries

Credits

Overview

Execution

The Rushmore landing page was designed to be a highly-sharable, immersive experience that worked in conjunction with an above-the-line TV campaign. The TVC created awareness while the website continued and expanded the communication. We imagined the motorcycles driving off the TV and onto the browser, where users could more deeply explore the monumental changes to the lineup. The entire site was built in sections – each of which could be shared at any point. When the relevant section was shared, links would bring the new user back to the page, further expanding our reach. Harley-Davidson riders signal each other when they pass on the road. It’s a sign that they belong to a “brotherhood” of riders. They love to share their enthusiasm with others. This attitude was our guiding principle in thinking about how the media worked together to create a network of connected parts.

Outcome

The Rushmore microsite drove more than 1.4 million visits in 2013. Total video viewing time was the equivalent of more than 7 years. 50% of viewers who started the video continued watching for a straight 10 minutes. Sales targets for Rushmore were exceeded in 2013. “Initial retail sales of the new Project Rushmore motorcycles sparked the largest year-over-year new model sales increase in two decades.” The Chairman and CEO, Harley-Davidson said.

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