Deeley-Harley Davidson Canada has launched a program that allows consumers to design their own motorcycles using its online customization tool.
Consumers who visit the Bike Builder microsite can custom-build their own version of the company’s Sportster 1200 C vehicle. Deeley-Harley Davidson will then build the motorcycles according to the specs outlined by consumers who wish to purchase their creations.
“The idea of customization is a very powerful concept for most people who ride or want to ride,” said Dom Bovalino, marketing director for Deeley-Harley Davidson Canada. “In the past, you haven’t been able to do that. You’ve gone to your retailer and been able to talk to him, but ultimately you bought a bike that he had in his store.
“The factory customization program allows the consumer, for the first time, to order the bike of his choice.”
The online component of the campaign launched in Canada last week and was preceded by television and print advertisements adapted from the U.S.
In Canada, Deeley-Harley Davidson partnered with Toronto agency DAC Group for search engine optimization and the development of a Facebook tab for the customization program. The relationship with DAC Group grew out of a research project the agency took on last fall.
“We hired them to do some competitive analysis for us,” Bovalino said. “We were impressed with the results of the work, so we hired them to work with us to develop our online plan in support of the… factory customization project.”
Ken Dobell, president of digital for DAC Group, said his agency’s work on the Deeley-Harley Davidson customization campaign was one element of a larger online and social media plan that would be implemented in the coming months.
“It’s a brand that’s crying out for social marketing, because it’s a tribal brand in a lot of ways,” said Dobell.
Dobell added that one of the objectives of the campaign was to expand Deeley-Harley Davidson’s customer base to include more women and performance-bike enthusiasts.
