The Goal

As the home of Harley-Davidson®, the Milwaukee market is like none other when it comes to Harley dealers — six alone within a 35-mile radius. To stand out in a crowded market, Hal’s Harley-Davidson needed something more than promo rates, trade-in offers and the roar of a Hog to drive purchases and service appointments. So we took the name on the door and gave him a voice. Gravelly, warm and filled with the wisdom of a decades-old easy rider, we brought Hal to life in radio spots and outdoor placements to speak frankly to riders in the Milwaukee area.