TORONTO — Spider Marketing Solutions—Canada’s only boutique consumer and shopper marketing agency—celebrated an honourable victory at this year’s PROMO! Awards, snagging a bronze award for their 2009 Harley-Davidson “It’s Yours to Win” campaign.
The concept behind the campaign was simple: Test ride a Harley-Davidson motorcycle for a chance to ride out a winner. Supported by in-store POP materials at 100 retailers across Canada (posters, window clings and bag stuffers), promotional material included print ads in Harley-Davidson Owners Group Magazine (HOG), Canadian Biker and Chill magazine, Harley-Davidson and CMG online banners, and sponsored Google links.
4,800 high-potential buyers (referred to as ‘VIPs’) recieved a customized Harley-Davidson VIP kit, including a Harley-Davidson customized brochure (with VIP and Retailer personalization), a $500 or $1,000 (sum varied by retailer) incentive towards the purchase of Harley-Davidson parts and accessories upon trade-in of any competitive brand, a Harley-Davidson key chain (to house the keys to their new purchase), an invitation for an exclusive VIP demo test ride on a Harley-Davidson motorcycle at their local Retailer, and personalized IVR line instructions to connect VIP consumers with their local Retailer to schedule their VIP test ride.
To enlighten competitive owners on the unique essence of the Harley-Davidson experience, prospects were invited to come in and test ride a Harley-Davidson motorcycle. Afterwards, consumers were awarded a $10 Harley-Davidson gift card and special pin # to enter at itsyourstowin.ca—their chance to win the bike they just rode.
Located in Toronto, Ontario, Spider is Canada’s only boutique consumer and shopper marketing agency. Through proprietary ‘mom’ and ‘shopper’ insights, we guarantee incremental sales and brand loyalty. Our expertise in promotional, experiential and digital marketing allows us to influence the purchase decisions of consumers and shoppers where it matters most. Using KiC™ (Knowledge inspired Creativity), our own unique innovation process, we combine a series of steps to guarantee fresh and innovative thinking. For more information, visit spidermarketingsolutions.com.
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For additional information, please contact Rico DiGiovanni, via: Tel. (416) 581-8000, ext. 403; Fax. (416) 581-8001; E-mail: rico@spiderms.com.