Harley‑Davidson Worldwide Dealer Meeting
- Dealer Meeting
- Global Alignment
- Award-Winning Production
The Harley-Davidson Worldwide Dealer Meeting brought together 5,000 dealers and Motor Company stakeholders at the Boston Convention Center for a multi-day event anchored by an industry-first staging moment, transforming enormous windows in the center of the room into a giant video screen, and featuring Motor Company designers working live onstage during walk-in to bring the audience directly into the design process. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- B2B
- Attendance
- 5,000
- Location
- Boston, MA
- Format
- Live with Broadcast
Services
- Strategy
- Creative
- Production
- Content
- Experiential
- Testimonial Video
Challenge, Meet Opportunity
Harley-Davidson wanted to have their Worldwide Dealer Meeting at The Boston Convention Center which is a great idea except for one thing – there’s enormous windows in the center of the room! Challenge, meet Opportunity. We did something nobody had ever done before and transformed the window into a giant video screen.
""Executing one of the largest new product launches in our 110-year history was no small feat and Proscenium delivered exceptionally. Their creative and technical execution was outstanding, as was their teamwork and collaboration.""
Head of Communication
Focus on the Design
The innovation we bring to our clients extends well beyond the set. So, when Harley-Davidson wanted to focus on design, we did something they had never done before - we put actual Motor Company designers onstage working their magic during walk-in so the audience was brought into the design process. We even had the designers serve as presenters, rather than sticking to the usual slate of executives. We heard their need, and drove answers through every element of the show.
Watch the filmBringing the Ride Into the Room
The challenge was visceral: how do you make dealers understand what it feels like to ride a bike with the new engine while they're sitting in their seats at a convention center?
So we brought the feeling to them, from the most credible source possible: other dealers. We planned and filmed an exclusive track day with a select group of dealers, then shaped it into a two-part video in which they described the ride in their own words. It was the power of a testimonial from the toughest critics of all, themselves.
The video was part of a larger play to drive test rides, from the dealers and salespeople in the room to customers back home. And nothing sells a ride like an honest, jaw-on-the-floor reaction.
Watch the film