advertising

Creatives: Candice Park and Jenny Lee Strategic Planner: Enmibeth de la Cruz

Triumph Motorcycles

The following is a student project from Fashion Institute of Technology. The big idea is credited to the students who executed their original concepts. If you steal their executed idea, and produce it for your own profit, then you are a jerk.

Triumph has a low awareness in the United States market.

Problem

Raise awareness of Triumph, as the premium quality in motorcycle design and engineering.

Objective

•  Male •  Ages 35 to 55 •  College educated

Target

•  Suburban to Metropolitan •  Middle class to Upper class •  Motorcycle and tech savvy

Motorcycle enthusiasts believe that the motorcycle is an art form. It is like a bottle of fine wine. They want to know where it is coming from, and where it is going.

Insight

Triumph motorcycles are timeless.

Message

Tone

•  Nostalgic •  Sophisticated •  Futuristic

The Triumph brand was created in 1902 and motorcycle sales have continuously been increasing across the world. Triumph motorcycles have proven to always be in style with their retro design and modern engineering.

Support

We are using a series of three panels to show the past, present, and future with Triumph motorcycles. The three panels are connected with tire tracks that extend outside the panel.

Subway Panels

The Triumph micro-site will be an interactive social game that will allow the user to experience a ride on a Triumph motorcycle. They can challenge their friends and set their destination to any location in the world.

Micro-site Game

Triumph will have a display in the annual auto show. Triumph has the money to spend on a high quality exhibition design that will showcase motorcycles along with a futuristic and interactive display.

Auto Show Display

The concept is to use the “rule of three” to show the past, present, and future. We are building a connection with the past and present, while leaving the future in the customer’s hands.

Past, Present, Future

The Triumph customer is a goal-orientated person who is focused on their success. The ride towards their goals will be a breeze with a Triumph motorcycle.

Ride Through Time

Triumph Motorcycles