Screw It! Let's Ride
Everywhere you turn today it seems as though pessimism abounds; in everyday conversations, news, the economy or the environment. It's all about doom and gloom. Talk of the dreaded "R" word is pervasive. Some pundits are hinting about a depression. One thing is for sure, everyone seems to be in a depressed state. Recessionary times present challenges that marketers either run from or face up. Brands everywhere are attacking the problem head-on with automobile brands offering $2.99 a gallon for gasoline and family-style restaurants changing their menus and portions sizes to control costs. It's the old adage of be distinct or become extinct, only more exacerbated in recessionary economics.
One brand in particular is attacking all the pessimism head-on. It's the one you'd expect to do it. The brand is Harley-Davidson and their new campaign exemplifies who their brand is and what it stands for. The latest campaign from this venerable brand steeped in Americana is pure brilliance. It speaks to the inner Harley in everyone and asks us directly to quit complaining and moaning and do something. The copy is emotive and cuts right to the core. It motivates the reader to get out and make something happen, even better if they're doing it on a Harley-Davidson motorcycle. The tagline, "Screw it, Let's Ride." is vintage Harley. It is not your garden variety PG-13 ad.
What a way to make the Harley brand even more relevant in an economic time when it's extremely difficult for the discretionary purchase of a Harley bike. The ads speak to an inner America. They make people take a step back and recall that we've been through a lot before in this country and have always come out of it in a better place. The dialogue today is all about the United States losing its position in today's global economy. Sure, India and China are growing and prospering and will be world powers for years to come; but it's heresy to count the United States out. Harley-Davidson understands this better than most; having been counted out in the 80's themselves.
The campaign has a viral component that works. As of this writing, 20,216 "Harley enthusiasts" have gone online to the site (www.harleydavidson.com/screwit) and added their own copy version to the ad. Another smart promotional tie-in is the "Screw it, Let's Ride" bandanas that are available from the local dealers. Not only does the campaign work virally, but it drives traffic to the retail distribution point. That's all about managing the brand in channel. It's that nirvana in marketing where branding stimulates retail traffic and retail traffic builds brands. No one understands this better than Harley-Davidson.
It's interesting that the campaign tag of "Let's Ride" harkens back to 9/11 and that forever indelibly etched rallying cry of "Let's roll." Both so similar, and yet so distinct. Maybe it's time that we put an end to the pessimistic "woe is us" attitude and begin riding in our own way in our daily lives. This is a great country and we should be proud of it. Sure there's lots of global competition, but competition makes you better. That's why we get paid for what we do. Our grandparents didn't moan and groan during the Depression and our own parents fought world wars. It's time for new generations to make their stamp on this great country.
Thanks, Harley-Davidson for a little inspiration, something that we can all use today.
