Indian Motorcycle: Re-establishing America’s Oldest Motorcycle
Indian Case Study
Because the brand hadn’t been highly active in the motorcycle world for quite some time, we couldn’t just come out and claim that Indian Motorcycle was back. That’s how others had failed. We also knew we had to do a lot more than just push product. We had to reignite the passion for all that was, and lay the foundation for all that could be.
And so we began by creating the 2012 Bike Catalog, which was as much about the bikes themselves as it was about the renewed commitment to reestablishing the brand, and getting back to the original ideology of the company. To build momentum and get Indian dealers excited about the future, we also created in-store pieces to celebrate Indian Motorcycle’s 110th anniversary. Hangers, bike tags, apparel tags, radio spots, print ads, window clings and a special jacket stand were all made and sent to each dealer.
Most important, we laid the groundwork for all that will come from America’s first Motorcycle Company.
America’s first motorcycle company had been through some hard times ever since the original company went under in 1953. Since then, numerous attempts to keep the brand relevant had tried and failed. In April 2011, Polaris Industries Inc., America’s leading power sports company, purchased the legendary brand securing its future once and for all. Finally, Indian Motorcycle had what it needed most - the financial backing to become more than just a legend of old but a culturally relevant Motorcycle company building game-changing bikes made for the road ahead. Our task was to begin building confidence and relevance to set the stage for the future of Indian Motorcycle.
Indian Motorcycle: Client Profile
America's first motorcycle company, Indian Motorcycle, was recently purchased by Polaris Industries, Inc. in 2011 securing the storied brands long-term future. Representing all that is great about American motorcycling, Indian is ready and able to pick up right where it left off, creating game-changing bikes that will define the future of riding, again.
Indian Motorcycle: Choice is Coming Teaser Campaign
For the last half century, there has been only one option for bikers who want an American motorcycle with a rich, legendary history. As America's first motorcycle company, Indian Motorcycle is bringing choice back to the industry. This teaser campaign, created by Colle+McVoy, begins to set the stage for the worldwide reveal of the all-new Indian motorcycle later this year.
Indian Motorcycle: 2012 Sturgis Rally
Indian Motorcycle 2012 Sturgis Rally
To establish a meaningful presence at the Sturgis© Motorcycle Rally, Indian Motorcycle revamped their rally experience. Components include a redesigned walk-through truck, a touchscreen display experience that allows riders to learn more about the milestones and legends in Indian Motorcycle's 111-year history, and commemorative rally patches and t-shirts..
C+M Named AOR For Indian Motorcycle
MINNEAPOLIS, Aug. 31, 2011 – Indian® Motorcycle, America’s first motorcycle brand, selected Colle+McVoy to lead its international branding, advertising, creative, design, retail and interactive marketing strategy.
“Colle+McVoy showed incredible passion for Indian Motorcycle and demonstrated prowess in how to evolve this iconic, global brand across a multitude of customer touchpoints,” said Ross Clifford, managing director, Indian Motorcycle. “We are delighted to have such a partner to help develop the brand for sustained growth.”
“Indian Motorcycle not only produces classic motorcycles, it is a symbol of American ingenuity and determination,” said Christine Fruechte, president and CEO, Colle+McVoy. “We are proud to be their partner and eager to leverage this legacy into powerful brand experiences that drive business success.”
Colle+McVoy has received international recognition for its work in modernizing iconic brands, including Caribou Coffee, Cannondale, Land O’Lakes and Schwinn. The agency helps brands find their 21st century footing by rediscovering what made them beloved and then identifying opportunities to harness this passion.
C+M Promotes John Neerland And Expands Creative Team
Colle+McVoy Promotes John Neerland and Expands Creative Team to Meet GrowthMINNEAPOLIS, May 15, 2012 – Colle+McVoy today announced that John Neerland has been promoted from associate creative director to group creative director, and six new hires have been made to meet the growing needs of the creative department and clients.
“John is as talented as they come and he has played an important role in creating work that has elevated our clients and the agency,” said Mike Caguin, chief creative officer, Colle+McVoy.
The creative department has grown more than 35 percent in the last year alone and Colle+McVoy has experienced six consecutive years of growth. This has been fueled by a significant investment in its social media and digital offering, organic growth from long-term client partners and new clients inspired by the agency’s ability to revitalize iconic brands — most recently Indian Motorcycle and Mountain Hardwear.
Neerland, who joined the agency more than seven years ago, has led creative efforts for Caribou Coffee, Schwinn, Old Navy, Yahoo!, Novartis Animal Health and Explore Minnesota Tourism among others. His work has been recognized by The One Show, D&AD, Cannes, the Webby Awards, the Effie Awards, the Obies and Communication Arts.
Joining Neerland in the creative department are:
-Erik Kvalseth has been hired as an associate creative director. Kvalseth has a wealth of experience including work on Polaris, E*Trade, Target, Ikea, OptumHealth and Cenex.
-Nate Hinz has been hired as a senior designer and has worked on brands like BMW, Jack Daniels, United Airlines, Nordstrom, Miller Lite and Citibank.
-Emily Honigsfeld has been hired as a senior art director/designer. Honigsfeld recently worked at Deutsch LA and has experience on brands such as Hyatt Hotels, Bill and Melinda Gates Foundation, Corona and T-Mobile.
-Brit Ryan has been hired as junior art director and previously worked at LA-based agency Mistress on the Red Bull, Jagermeister and FUZE brands.
-Chris Gault has been hired as a senior copywriter. Gault has experience with L.L. Bean, Payless ShoeSource and Finnegan’s Irish Amber.
-Ryan Burk has been hired as a copywriter and has worked on a range of outdoor and recreation brands like Shimano Cycling & Fishing, Northern Tool + Equipment and Zeiss Sports Optics.
-Additionally, Matt Pruett has been promoted to senior art director and has worked on brands such as Cannondale, Subaru and Harley-Davidson.
Mike Caguin Named CCO And Eric Husband Made ECD
Colle+McVoy Promotes Senior Creative Staff
MINNEAPOLIS, April 12, 2012 – Colle+McVoy announced today promotions in its senior creative leadership. Mike Caguin has been named chief creative officer and Eric Husband has been promoted to executive creative director.
“This is wonderful recognition for two leaders who have guided the agency through years of strong growth, transformation and record-setting recognition,” said Christine Fruechte, president and CEO, Colle+McVoy. “As we continue down this path of expansion, we have the leadership in place to drive growth for us and our clients.”
Colle+McVoy has experienced six consecutive years of growth fueled by a significant investment in its social media and digital offering, organic growth from existing long-term client partners and the addition of new clients inspired by its ability to revitalize iconic brands, including most recently Indian Motorcycle and Mountain Hardwear. The agency’s work has received more national and international recognition than at any other time in its history and has been recognized by the O'Toole Awards, the Effies, the Webby Awards, The One Show, Communication Arts and Cannes Lions. It was also named a Best Place to Work in 2011 by Outside magazine, Advertising Age and the Star Tribune.
“It’s a great time to be at this agency,” said Caguin, who has led the creative team for the last three years as executive creative director. “Eric is an exceptional creative, our talent is at an all-time high and our clients are doing exciting things.”
Under Caguin’s leadership, the creative department has grown more than 35 percent in the last year alone. In addition to his time at Colle+McVoy, Caguin has worked at Butler, Shine, Stern & Partners and TBWA/Chiat/Day, among other agencies. He has worked with numerous leading national brands such as BMW MINI, Cannondale, Caribou Coffee, ESPN, GT, Indian Motorcycle, Infiniti, InterContinental Hotels, Land O’Lakes, Nestlé Purina, Nissan, Novartis, Recreational Boating & Fishing Foundation, Sun Microsystems and Yahoo! His work has been recognized by The One Show, The One Show Interactive, D&AD, the Webby Awards, Cannes Lions, the Effies and the Kelly Awards.
Husband (previously group creative director) has been with Colle+McVoy for more than six years leading creative on numerous accounts, including Caribou Coffee, Schwinn, Mongoose Mountain Hardwear, Nestlé Purina and Explore Minnesota Tourism. He’s also created work for Target, Kellogg’s, BMW MINI and Sun Microsystems and spent time at Butler, Shine, Stern & Partners, as well as several local agencies. He’s won every color of Effie award (bronze, silver, gold), been recognized by the Kelly Awards, the Webby Awards, The One Show, and Cannes Lions. His work has been featured as ESPN's Play of the Day and enthusiastically discussed on Late Night with Jimmy Fallon.
C+M Named AOR For Mountain Hardwear
MINNEAPOLIS, Feb. 1, 2012 – Mountain Hardwear, a leader in innovative, premium outdoor apparel, equipment and accessories, selected Colle+McVoy as its agency of record to lead its global branding, marketing and communications.
“The Colle+McVoy team showed tremendous drive and tenacity for our business and brought a level of professionalism, strategic thinking and creative bench strength that made us confident in their ability to be our strategic partner,” said Chris Harges, brand director, Mountain Hardwear. “Incredible opportunities exist for Mountain Hardwear, and we’re thrilled to have the agency by our side to help take advantage of them.”
“Mountain Hardwear is a beloved brand with the highest standards in the industry,” said Christine Fruechte, president and CEO, Colle+McVoy. “We are inspired by the entire brand team and look forward to partnering with them to launch the brand revitalization and further expand its global reach.”
Colle+McVoy is known for its expertise in the outdoor/recreation segment and has received recognition for its work in modernizing iconic brands, including Cannondale, Mammoth Mountain, Caribou Coffee, Indian Motorcycle, Land O’Lakes and Schwinn. The agency helps brands rediscover what made them beloved, harness this brand passion and then identify the opportunities that give them a 21st century footing.
About Mountain Hardwear
Mountain Hardwear is a leader in innovative, premium outdoor apparel, equipment and accessories. We celebrate bold ideas, the drive to challenge the edges of our potential, and the joy, friendships and personal growth that come from that endeavor. We work with era-defining athletes to develop lightweight, easy-to-use and incredibly well-crafted outdoor clothing and equipment. Mountain Hardwear, Inc., founded in 1993 and based in Richmond, CA, is a wholly-owned subsidiary of Columbia Sportswear Company and distributes its products through specialty outdoor, running, and sporting goods retailers in the United States and 58 countries worldwide. www.mountainhardwear.com