Objective: Introduce a classic English motorbike brand to a new vintage inspired target audience.
Target Audience: Alternative Lifestyle Nomads.
Target Insight: Strong-willed, opinionated, and artistic individuals. They follow their passion and are explorers at heart. They don’t like to conform to social norms and constantly seek to break free from the cookie cutter around them.
Strategic Idea: Triumph puts you in touch with the outside world.
Support: A car isolates you from the world outside. Riding is more real. It makes you more vulnerable to the physical and emotional realities of the world. There are no distractions when you ride. You can feel the wind, smell the air, hear the noise, and pay attention to all the details around you. Its just you, the road, and the outside world.
Tone: Classic, simple, nostalgic, powerful.
Note: The pictures in the presentation are funny (done to make a point), however the tone of the campaign doesn't have to be humorous.
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