IBM has teamed with Harley-Davidson for a new television ad promoting the way in which the computer company's portal technology aids the motorcycle manufacturer in furthering its brand identity online. The ad, running in a four-minute long form version and two-minute short form version, features H-D employees, dealers and customers.
Filmed on location at Harley-Davidson headquarters in Milwaukee, in Daytona Beach, and at dealerships Hal's Harley-Davidson and Wildfire Harley-Davidson, the testimonial-type ad rapidly shifts from one speaker to the next:
"Harley has found a way, by using IBM portal technology, to really serve their customers in a much more personalized way," IBM's Bob Remme says in the ad.
"H-D Net provides superior service support to that dealer channel so that they in turn can support the riders," says IBM's Dave Carlquist.
"H-D Net allows us instant access to anything and everything to smoothly operate our business," says H-D dealer Jill Giglio.
"The dealership is spending less time in front of the computer and spending more time talking directly with the customer," says Jim Haney, H-D CIO.
"It is about staying close to your customers and showing them that you're a brand that lives with them," says The Motor Co.'s Andy Benka.
The advertisement ends with the line "True legends never stop innovating."
See it here.