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Bēhance

Victory Classified

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  • Victory Classified

  • Positioning the target audience as being obsessed with motorcycling, an integrated campaign was implemented to drive traffic online, building strong social awareness. Mock classified ads drove the reader to a microsite where they could share liked ads on Facebook with their friends, find a bike, schedule a test ride, watch videos, and locate a local dealer. Motorcycle addicts could get their fix by dialing a call number where they could listen to the joyful sounds of serenity, "motor sounds," and talk to a sales representative.To increase brand awareness, free product brochures were given to readers who texted "obsessed." Overall, the campaign brought humor to an industry that is blanketed by the "stick it to the man" behavior.