Triumph Motorcycles | Case Studies | Doe-Anderson Advertising
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Triumph Motorcycles

An icon of all things cool, fast and British, Triumph briefly disappeared into bankruptcy in the early 1980s. But even years after being rescued by a deep-pocketed entrepreneur and now building the best bikes in its history, Triumph was still virtually invisible to American riders. We needed to reinvigorate this legendary brand with a contemporary appeal.

 

The Solution

Our campaign “Ride Your Own Biography” spoke to riders who wanted something different than the ubiquitous Harley or an anonymous Japanese bike, steeping today’s powerful and capable Triumph models in its inimitable heritage – what other brand can boast Elvis, James Dean, Bob Dylan and Steve McQueen among its users? – allowing today’s enthusiasts to imagine themselves following in their tracks while carving their own path to self-expression.

Consumer Print

“Ride Your Own Biography/Steve McQueen at Race End, Mojave Desert, 1964”

Print Campaign

Our media team was able to leverage the prestige of the Triumph name to obtain prime placements, such as this magazine back cover, without paying premium prices. Concepts utilized a mix of performance, product showcases and modern lifestyle photography.

Thruxton

40k Banner Ad

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Union Jack

40k Banner Ad

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The Book of Triumph

A lavish, leatherbound compendium of great Triumph moments past and present, this volume was hand-delivered to prospective dealers.

The Results

Rule Britannia.

Sales rose by 25%

Sales rose by 25%

Market share up by 33%

Market share up by 33%

Likes up 72%, YouTube views up 488%, Twitter followers up 108%

Likes up 72%, YouTube views up 488%, Twitter followers up 108%

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