The Campaign

The catalogue is already regarded as a bit of a “classic” among riders. And when you really love a book, you form a book club. So we created the ‘Harley Book Club’. A book club with a difference. For people who prefer the smell of petrol to cupcakes. So we created Harley Davidson Tea Set. Each one kiln fired at 820 degrees, hand painted in 24 carat gold leaf - it's the ultimate in skull and bone china design.

Creative Execution

The Harley Book Club campaign unfolded across specialist motorcycle magazines, point of sale and activation. The official Harley-Davidson Tea Cup & Saucer was a promotional item created to support Book Club evenings at Harley-Davidson dealerships. Each ceramic piece was created with a unique Harley-Davidson design inspired by the look of classic tattoos. They were kiln- fired at 820°C and hand finished in gold. The Tea Sets had a special value that was beyond a price in dollars. Only a very limited number were made and they had to be ‘earned’. People attending H-D Book Club nights were encouraged to give readings from the book – those who did, could win themselves a Tea Set.

Indication of how successful the outcome was in the market

The 2016 Edition was so popular, Harley-Davidson needed to order a new print run. The cups are now H-D collectors’ items. Last month a Harley- Davidson Cup & Saucer sold on eBay for $1200.

The fact the H-D catalogue was handed out free in dealerships was a problem. We wanted Harley-Davidson fans to treat this publication with the same value and consideration they gave to magazines and books. We wanted them to see the catalogue as something they would actually pay for.