Harley-Davidson

Project Livewire Tour

Harley-Davidson has more cred than perhaps any other automotive company in world. But, in 2015, it remained to be seen whether or not it could ever establish credibility among core riders, as an ELECTRIC bike manufacturer.  The Project Livewire Tour represented a huge milestone in the motor company’s storied history, as this was the public’s first look at Harley’s attempt at a fully electric-powered motorcycle.  Harley riders are hardcore v-twin fans and are avidly protective of the brand. So, their curiosity was understandably tempered with concern when the news that Harley was making an electric bike. 

Project Livewire was a pre-launch national tour, which toured the world’s only 12 prototype bikes.  Events were greeted by trade, fans & skeptics alike.  So, we didn’t design the experience to cater to tech-heads or electric bike fans.  We designed it specifically for the riding enthusiast – accenting every important feature that enhanced the riding experience.   For anyone who’s experienced the thrill of riding a motorcycle on the open road, this was a tech-forward dopamine factory that told the story of keeping the brand tradition of delivering a more exhilarating ride.  The experience was fully participatory; Guests got to feel what it was like to get on the bike, and even take it for a virtual spin on a functioning dynamometer which converted numerical stats into motion graphics and actual wind resistance, making the ride feel that much more real. Press & influencers were even able to take prototype bikes out on a closed course. Meanwhile, guests explored a host of futuristic & interactive exhibits in our showroom – each centered on communicating a different revolutionary feature, driven by a combination of new technologies and a century-plus of knowledge and passion for riding. 

Project Livewire took home the 2015 Gold EX award.