Harley-Davidson revs up its Quebec campaign

The "Parfaitement Trop" campaign uses TV and digital spots to reposition the brand to a younger male audience.

Harley-Davidson Quebec has launched a new campaign that aims to reposition the brand to better target a younger male audience.

With creative by Montreal-based Cart1er and media by Vizeum, the “Parfaitement Trop” campaign (which translates to “perfectly too much”) targets a core audience of men aged 30 to 45. It relies heavily on 30-second TV spots, airing on conventional and specialty channels, such as RDS, TVA, Ztélé and V, as well as online 15- and 30-second pre-roll ads and traditional and interactive banners on men’s lifestyle sites, automotive sites and business sites.

Rounding out the campaign are a microsite, which aims to showcase Harley’s bike offerings, and the campaign’s Facebook and Twitter channels, which encourage consumers to share their vision of what “parfaitement trop” means using the hashtag “#parfaitementtrop.”

The video ads depict the rugged and uber-manly lifestyle associated with owning a Harley. They feature a man doing dangerous things, such as toasting bread with a blow torch and drinking hot coffee straight from the pot.

Oliver Poissant, media account director, Vizeum, says that the media strategy was designed to reach males where they spend a lot of their time, while channelling the growing trend of second-screen viewing.

He adds that this campaign is the beginning of a multi-year plan that will see the brand continue to target younger men, in order to attract the next generation of Harley-Davidson consumers.

The TV and web elements of the campaign will run until mid-April, while the social media aspect will continue to run throughout 2013.