Harley-Davidson Sportster S launch event 2021


Gold award in the category 'Best Corporate Event' and bronze award in the category 'Best Brand Activation'

NEW ISENBURG, February 14, 2022 - On February 10, 2022, the International Festival of Brand Experience once again honored particularly creative, outstanding or imaginative brand experiences - including the EMEA launch event for the Harley-Davidson Sportster S model last year . Harley-Davidson SCHACHZUG agency impressed the jury in two categories and brought home a gold award for performance in the “Best Corporate Event” and a bronze award in the “Best Brand Activation” .

Harley-Davidson Sportster S launch event 2021
From left to right: Daniel Müller (COO SCHACHZUG), Nils Buntrock (Marketing Manager Harley-Davidson Germany), Ron Schneider (CEO & Founder SCHACHZUG) Photo credit: Oliver Wachenfeld

The jury was particularly enthusiastic about the holistic 360° approach of the event, including the implementation of the claim of the new Sportster S “From Evolution to Revolution” in the UNESCO industrial monument “Zeche Zollverein”.

“We are incredibly happy about this award, as it is a reward for the great team effort behind such an event . It reflects the spirit of the brand. 'United we ride' .

without a top team and the support of local dealers and the HOG chapter on site as well as our colleagues from all over Europe,” says Nils Buntrock, Marketing Manager Harley-Davidson Germany .

“But the fact that we were able to not only offer our dealers and the press a bike presentation, but also take them into a 360° brand experience for 24 hours makes us happy, because Harley-Davidson doesn't just sell machines .

We stand for the timeless pursuit of adventure – for ' Freedom for the Soul' ."

In the summer of 2021, Harley-Davidson presented the new and completely transformed Sportster S to the European press and its dealers “Zeche Zollverein” Under the motto “From Evolution to Revolution”, the company created a brand space that accompanied the guests throughout the entire experience: The complete program of the 24-hour presentation took place in an exclusively rented and 360° branded hotel - from the bar area to the guest rooms up to the facade of the building.

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Text and image credits: Copyright Harley-Davidson 2022

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