Cannes Lions
AKQURACY, Minneapolis / HARLEY DAVIDSON / 2009
Overview
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Credits
Execution
It’s one thing to talk about re-engineering. Our targets want proof. To show the benefits of the bike we decided to dissect it piece by piece and explain the details. The exclusive direct mail promotion provided both information and inspiration to drive trial and purchase. Response rate is projected slightly less than 1% to generate an estimated 2,069 sales by the end of the 26-week promotion.
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