Indian Motorcycle: Inking our mark on motorcycle culture

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Campaign details

Brand: Indian Motorcycle Agency: Team One Country: USA

Marketing Context

Indian Motorcycle was America's first motorcycle company, with a history of legendary feats and firsts. But the brand fell on hard times post-WWII, ultimately going With marketing budgets seven times smaller than Harley's, our challenge was to steal their share by finding a way to connect with a dwindling, but still passionate, audience of American riders — in a credible and differentiated way. For a brand that had been absent for nearly 50 years, this was no small task. These included: the first motorcycle brand launched in the US (1901); first two-speed motorcycle transmission; first V-Twin engine; first adjustable front suspension; first electric lights and starter; land-speed record holder for under 1000cc motorcycles, set in 1967 and still unbroken in 2017.  (Sources: Indian Motorcycle Sales Dashboard, CY2014. Q4 2014 was when we were awarded the Indian business. Marketline Industry Profile, Motorcycles in the United States, November 2016. Indian Motorcycle Sales Dashboard, CY2014.)

仅依靠个人的猜测而不是基于事实做决策,可能使您浪费数百万预算,并且失去信誉和影响力。

获取独立第三方的循证洞察,以节约您的时间,并帮助您做出有效的营销选择。

WARC始终如一地提供有价值的洞察,帮助我在同事和客户面前表现得更像专家。

达莎·伯莱索
Fetch战略合作伙伴

你的圈层都是优秀的人

我们与80%的世界最有价值的品牌*和76%的世界顶级代理商都有合作。

* 福布斯十大品牌