THE RESULTS:· The traffic of the Harley-Davidson® Boutique Bogotá increased 37% after the ad was published.· Thanks to this ad, the Harley-Davidson® Anti-Scratch helmets ran out of stock in three weeks and there was a 23% increase in the sales of other helmet references.

THE IDEA:To make evident the main attribute of our product we decided to use the most popular scratch of the print world. THE SCRATCH AND WIN.

With an appealing headline, we invite the reader to scratch off the areas that conceal two different stories. With every scratch, the stories move farther away from what the headline hinted them to be about and quickly spin into a series of unfortunate events. The way the stories develop make evident that with every scratch you can spoil a good story.We created something unlike anything ever seen on a magazine in Colombia.This is how we created an ad where the target group has the possibility to interact with the publication and literally feel the benefit of the Harley-Davidson® Anti-Scratch Helmets.

THE CHALLENGE:The new Harley Davidson® Anti-Scratch Helmets, have a big problem. People don't have a clear understanding of the product's benefit until they see the helmet in the store.