A German agency Sassenbach Advertising claims to have been challenged by the iconic brand to reach new target groups all over the world. The main challenge of the project was that it had to use almost no budget.

The idea that the agency came up with was pretty simple, yet promising in terms of communication coverage. What they did was write kind of a slogan for Harley: Sorry, I’m on the road. Plus, a logo. This is pointed at with a camera and put up on Chatroulette, a website where peers with cameras connect to each other randomly for seconds to never see each other again. So, what the budget consumed was: a Mac, a web-cam and Internet connection.

As a result, the board was viewed by 170,000 users per week. This is truly a huge result for such a challenging task, simple and clever solution.

I wonder, however, how many of those viewers were actually the audience Harley Davidson targeted at. And how many of those smiling faces were actually prompted to do anything in regards of what they saw. And what is more that I am wondering about – what made Harley Davidson think of implementing (or even worse – outsourcing) a zero budget project like that.

Here’s the video:

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