Scratch and Lose
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The new Harley-Davidson® Anti-Scratch Helmets, have a big problem. people don´t have a clear understanding of the product’s benefit until the see… Read More
The new Harley-Davidson® Anti-Scratch Helmets, have a big problem. people don´t have a clear understanding of the product’s benefit until the see the helmet in the store. 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. Read Less
Published:
An Ad Where You Scratch and Lose
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 the see the helmet in the st

Los nuevos Cascos Anti-Raspones Harley-Davidson® tienen un gran problema. Desafortunadamente la gente no entiende el beneficio del producto, hasta que ve el casco físico en la Boutique.


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. 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 and thus, created something unlike anything ever seen on a magazine in Colombia  

Para evidenciar el atributo principal de nuestro producto, decidimos usar el raspón más popular del mundo de los impresos: EL RASPE Y GANA. De esta manera, por medio de un titular bastante sugestivo, invitábamos a los lectores a conocer el final de dos historias, raspando cada una de ellas. Y entre más las raspaban, más dañaban cada una de las historias. Así, creamos algo nunca antes visto en una revista en Colombia, un aviso donde usted RASPA Y PIERDE. Además, donde el grupo objetivo tenia la posibilidad de interactuar con la pieza, experimentando de manera clara el beneficio de los nuevos Cascos Anti-Raspones Harley-Davidson®

The Results:

The traffic of the Harley-Davidson Boutique Bogotá increased 37% after the ad was published. Thanks to this campaign, 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.

El tráfico en la Boutique Harley-Davidson® de Bogotá, se incremento en un 37% después
que fue pautado este aviso. Gracias este aviso, el stock de Cascos Anti-Raspones Harley-Davidson® se agotó luego de dos semanas; e incluso aumento las ventas de otras referencias de cascos en un 23%.

Shortlist Cannes · Best use of print · 2011
Winner · Premios Nova, Silver & Bronze · 2011
Exploring the construction of the terrain.
Mapping out the different routes.
The Making of: Construction Process
An Ad Where You Scratch and Lose
The Making of: Behind the Scenes, Photoshoot
An Ad Where You Scratch and Lose