Harley Davidson - A new generation of riders

​We partnered with Harley-Davidson, the renowned motorcycle brand, to launch the all-new Harley-Davidson X™ 350, the inaugural bike from the Harley-Davidson X family in China. Creating a fully integrated campaign to raise awareness, engage the target audience, and establish the Harley-Davidson X™ as an aspirational choice for the next generation of riders.

Understanding the market landscape and the brand's unique identity, we focused the campaign on positioning the Harley-Davidson X™ 350 as a lifestyle model, recognising that there was an untapped opportunity to connect with the audience on a deeper level, emphasising the joy and adventure that riding brings. By presenting the Harley-Davidson X™ 350 as the motorcycle for individuals who embrace fun and adventure as part of their lifestyle, we aimed the campaign to appeal to existing riders and new riders and future enthusiasts.

Harley-Davidson has firmly established itself as a desirable choice for the next generation of riders, while remaining true to its iconic brand heritage.

Find out more at imagination.com​