Photobomb
PHD Bikes a.s.
Issue 32 | September 2014
Agency
Y&R Prague
Creative Team
CCO, Creative Director: Jaime Mandelbaum Art Director: Gerrit-John Gerischer Copywriter: Klara Koubkova Motion Designer: Carlos Baer Photographer: Marek Dusil Retouch: Adam Bartas
Production Team
G.P.S.: Tomas Tomasek
Other Credits
Chief Technology Officer: Adrian Le Hanne (company: Iconmobile Gmbh ) Director Mobile Consulting: Dr. Holger Nösekabel (company: Iconmobile Gmbh) Making of: Valerio Mendoza, Edgar Ortiz, Caio Dias, Jiri Svorc
Date
March 2014
Background
To attract new customers Harley Davidson needed to address people that like Harley Davidson but didn't know they could actually afford such bike. So the task was clear, let anyone who ever thought of buying Harley Davidson bike know that they could do so on leasing.
Idea
The strategy was simple - get the message through to them when they're really excited about the brand. That's when they see their dream bike and can't help themselves from posing with it and taking picture. Parked Harleys were used as a bait and set up a special infra red technology creating a message which can only be captured by cell phone cameras but is not visible to the naked eye. So people were made photo bomb their own picture with the message.
Results
The campaign was done right at the beginning of biking season, and even before reaching the largest motorcycle exhibit it had already covered its cost over 3 times