NEW YORK (AdAge.com) -- The first work from Harley-Davidson's new linkup with Boulder, Colo.-based crowdsourcing shop Victor & Spoils has debuted on YouTube.
The consumer-created spot is born of a new agency model the motorcycle maker adopted after parting with longtime agency Carmichael Lynch in August of last year. In November, it tapped Victors & Spoils to help with creative ideas, Starcom to handle media and Digitas to handle digital work.
The video, "No Cages," part of Harley's HD1 factory customization program in which buyers can design their own rides, will run on cable TV as part of a campaign bowing tomorrow. The idea came from a Kentuckian, Whit Hiler, described by Evan Fry, Victors & Spoils' chief creative officer, as a "passionate amateur." Mr. Hiler submitted the idea in response to the original call the shop made in September to get the attention of Harley Davidson and Mr. Richer.
Ad Age caught up with Harley Chief Marketing Officer Mark-Hans Richer by phone to discuss the new work.
Ad Age: Tell us about the ad.
Mr. Richer: We're really happy with the way it came out. "Cages" is a concept that comes out of the motorcycle lifestyle ... typically it meant no cars. But the crowd and Victors & Spoils took "cages" and make it more about liberation from your boring life. We liked that expansion of the idea -- it started with an insider motorcycle idea and they did a great job of finding a bigger idea. ...We think it validates our new creativity model, which is centered on sourcing ideas from customers or consumers through Victors & Spoils. We showed this work at a dealer show in Orlando and global dealers were high-fiving and [saying] it's terrific.
Ad Age: What are your plans for this work?
Mr. Richer: "No Cages" is a new campaign, it launches on Tuesday [Feb. 15]. It's tied to a new program, HD1, which is pretty radical. It's about factory customization -- you can go online and design your own Harley and get it in as little in four weeks. It's a big deal in our industry and even in automotive nobody can really do that. So this is not just a big product launch for us, but also a new campaign, though "No Cages" won't be limited to HD1.
Ad Age: When you hired V&S you were essentially hiring the "crowd." Were you nervous about whether the ideas would be good?