Case Study: Harley Inside


Harley-Davidson of Scottsdale offers over 150,000 square feet of Harley-Davidson madness. In addition to the extensive inventory of new and used bikes, they offer a wedding chapel, movie theater, tattoo parlor, leather & lace boutique, arcade and an impressive service department. Harley-Davidson of Scottsdale is more than a dealership – it is the motorcycle destination of the Southwest.


Harley-Davidson of Scottsdale had been running a number of commercials in the local Phoenix market to promote brand awareness and increase motorcycle sales. Harley-Davidson of Scottsdale was looking for a way to set themselves apart from the rest of the Harley-Davidson dealerships in town, as they are each owned independently. To do this, BIG YAM chose to hone in on the target audience’s passion for the Harley-Davidson brand.


Increase brand awareness of Harley-Davidson of Scottsdale and get people to visit the dealership.


Harley owners see themselves differently than other motorcycle enthusiasts. A Harley owner is passionate about this brand because it isn’t just a bike—it is a lifestyle. BIG YAM focused on this mindset and made sure it was present throughout every aspect of the campaign.


Once the script was developed, we knew we had something very special. To bring the idea to life we needed to make sure each detail was executed perfectly. The team focused on casting, location, music, talent and video special effects, ensuring that everything was in place to properly tell the story and address the passion that every Harley owner feels for the brand.


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