1. CRITICAL CONNECT

2. Connectible Brand Attributes
GARNIER MEN AND HARLEY DAVIDSON:
• Men who use Garnier Men and ride Harley
Davidson have outdoor personalities.
• They come from all walks of life, different careers
but all have the same philosophy- care about
your ownself + individualism
• These men lead their lives without any worries to
hold them down.
• These men are highly spirited
• These men stand out of the crowd in their own
way

3. CONSUMER SEGMENT TARGETED
Demographics :
Age : 25-35 Years
Social Class: SEC A
Income : Medium to high disposable income
User Status : Non users, first timers and regular users
Buyer Readiness : Unaware
Lifestyle :
• Indoor gamers who are not aware of the brand attributes offered by
Harley and Garnier
Need Gap:
• Most people interested in Video Games are not aware about the
outdoor feeling of relief which comes with riding a bike or playing a
sport.

4. THE CAMPAIGN
•
An online game
•
The game is bike racing/cruising based
•
The gamer has the option of either racing with fellow bikers or cruising along a calm countryside
•
During the game, there are garnier power-ups. The light power up is a shield which protects from
the heat and cops. The oil control power up protects the bike from skidding on oily roads.
•
The idea here is to subtly bombard brand information to the gamers. When they select a bike for
their race, they select models based on actual features creating an aspiration value.
•
The Garnier power-ups are directly related to the products offered by Garnier. Each power-up takes
the attribute of a product and connects it to the racing; again, subtly conveying information about
the products to the gamers.
•
During the game, each biker collects points. After reaching 50,000 points, they have a chance to
attend the Garnier-Harley India Rally and actually see these bikes in action.

5. Positioning AND NAME OF
CONNECTION
• Women want these men and men want to be
them
• Name of the connection :
GARNIER CRUISE CONTROL

6. BENEFITS OF TWO BRANDS
• Benefits to the two brands:
Harley Davidson:
• People who were limited indoors will be made more aware about
the brand
• With the rising number of young gamers, the campaign creates an
aspiration value for these youngsters; thus, sowing the seeds for
future customers.
Garnier Men:
• Gamers are young people, so through this campaign they are
educated about the benefits of garnier products. Creating a future
market to be tapped

7. OTHER INFORMATION