Harley-Davidson / Live Your Legend, China Rally
The project's ambition initially exceeded the budget, but its execution proved successful. The tour, spanning 7 cities in the world's largest country, posed logistical challenges, which the agency overcame by securing additional sponsors. What was intended as a basic tour transformed into a multifaceted event, featuring national sponsors for various aspects like logistics, food and beverage, social media, and even tattoos. Functioning as an online-to-offline-to-online vehicle, the project engaged guests through map apps and WeChat, garnering both paid and earned media coverage to amplify the excitement. And of course, there was a branded t-shirt too.
