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Indian Motorcycles

Launching a legend

After a half-century absence from American highways and byways, Indian Motorcycle was little more than a dying brand in a declining category. While it had a small but passionate group of followers, they weren’t enough to secure a legitimate future for America's first motorcycle company.
Tags
Design, Advertising, Brand Experience, Brand Strategy, Media Planning & Buying
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We launched an integrated and sequenced brand campaign that electrified a staunch base of loyalists, generated anticipation amongst credible and culturally relevant influencers, and began to educate the next generation of riders.

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The brand’s rebirth culminated with a HISTORY Channel partnership that led to a first-of-its-kind custom content series of motorcycle-themed programming that was hosted by famed Indian Motorcycle enthusiast and American Picker Mike Wolfe.

The Results

Over 18 Million
people tuned into the programming on the HISTORY channel
Over 4.1 Million
viewers watched the unveiling of the 2014 Indian Chief during American Pickers, which was also the #1 cable program on that day in that time slot
Demand for the Chief
exceeded capacity and set the bar for future product launches
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