In the face of a declining industry, we were tasked with generating consumer awareness about the shows in a way that resonated with our core audience and drove show attendance—and we had to do it fast.
We tapped into the two key aspects of the motorcycling lifestyle: customization and craft. By creating the most personalized bikes ever, human bikes, we elevated the brand and connected the International Motorcycle Shows to the craftsmanship of personalization.
The development of the creative campaign became the subject of a behind-the-scenes video that we strategically used to ignite social buzz and PR. The video drew more than 1.1 million YouTube views in the first month. Ticket sales increased more than 12%.