Creative Showcase
Ungodly Racket / Royal Enfield Motorcycles
Submitted By patrick robertson
Description
Used as tactical Print and poster placement. The posters were placed in the vicinity of Harley Davidson stores.
Objective
The objective was to draw the discerning motorcycle riding gentlemen's attention to the lesser known fact that you don't need to grow a beer gut and beard and wear a burger-stained vest and leathers to enjoy an outride in the country. There is actually an alternative to the Harley Davidson clique. The Royal Enfield range of motorcycles comes with refinement and a sense of oldie- world suave built in as standard. In South Africa, people who ride Harleys are mostly wannabe yuppies who would have a nervous breakdown if they even got so much a parking ticket. The Royal Enfield doesn't pretend to be anything other than proudly British. Even if it's made in India. (Which in itself is still rather Britishy in a nostalgic sort of way).
Technical Challenge
The only people still remaining who remember Royal Enfield are almost dead themselves. Languishing in nursing homes and the odd retirement village, the mere mention of Royal Enfield stirred up in these frail folk, faded memories of their youth. And frequently recurring memories of the second World War. (Royal Enfield started out making rifles before they turned their humanitarian efforts to the jolly motorcycle.)
The challenge was to interest the youngsters (25-50) in a motorcycle that can barely exceed 60mph on a downhill with a tailwind. And until recently, had made the breakthrough of the Century by installing the thoroughly modern 'Disk Brake'.
So it was quite a challenge. Sales are going swimmingly. Which came as a pleasant surprise for all concerned.
Client
Royal Enfield Motorcycles
Industry
automotive
Agency
Da Vinci Edison Bell
www.davinciedisonbell.co.za
Media
Credits
Account Executive
Angie Jayne Collins
Art Director
Barry Maitland-Stuart
Creative Director
Patrick James Robertson
Writer
Patrick James Robertson
Views
2072
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