HARLEY OWNERS GROUP

by Dialogue Client: Harley Owners Group

Winner of a Best Automotive Silver Award at the International Content Marketing Awards in 2015, Dialogue’s work for the Harley Owners Group includes fully integrated, multimedia, multilingual communications within the EMEA region and the remit has now expanded to include work for the USA, Canada and Latin America.

THE BRIEF

The original brief was to launch a new magazine for EMEA members of the Harley Owners Group – the world’s largest brand-sponsored owners group. A multilingual, localised printed magazine was just the beginning and the initial four languages/territories soon became ten, including Latin America and Brazil. Today, the HOG communications reach nearly a million motorcycle enthusiasts across multiple channels.

THE CHALLENGE

With H.O.G. members purchasing approximately 30% of all new Harley-Davidson bikes and spending more than twice as much at dealerships, our key objectives are to help drive the recruitment and retention of new members by promoting and increasing membership value and enhancing the overall membership experience.

CREATIVE APPROACH

Dialogue has created a fully integrated and multilingual suite of omni-channel communications materials for members of the Harley Owners Group across EMEA and the Americas. The strategy delivers a consistent global brand identity and effective, engaging content across all media channels, from magazines and social media to websites and live event updates.

THE RESULTS
  • O.G. membership is growing and the programme has been instrumental in raising the membership renewal rates.
  • 62% of members have been inspired to attend an event as a result of reading HOG magazine, the HOG Insider e-magazine, and interaction with websites and social.
  • The multilingual monthly HOG Insider e-magazine regularly achieves a healthy open rate of 49%.
  • The H.O.G. photo upload App has been downloaded more than 30,000 times from the Apple App Store, with regular uploads to the H.O.G. Europe Gallery.

Our client says:

“Dialogue’s deep understanding of the needs and drivers of the Harley community, and their understanding of the communication channels to deliver those needs, have ensured that H.O.G. retains its position as the world’s biggest and most successful motorcycle owners group.”