Branding - Direct Mail - Motorbikes

Ehinger Kraftrad, conveying an obsession for craftmanship via direct marketing

16/10/2017

Background

For decades, Uwe ‘The Archaeologist’ Ehinger travelled the world buying and selling rare Harley Davidson motorcycles from the 1930s and 40s. His shop, Ehinger Kraftrad, was unique, selling rare and hand-crafted rebuilds of vintage motorcycles from the 1930s and 40s.

The task was to find a promotional item that drove Ehinger’s equally rare customers to the shop in order to experience the brand and spend time with the man himself. At the same time, it was important to convey Uwe’s obsession with craftsmanship and quality in every detail.

 

Idea

A gin was crafted that contained original parts from the old machines. It was bottled together with the machine parts and each bottle was labelled with the mind-boggling story of the part’s origin.

Every element of the hand-made packaging consisted of colours and materials that were used in the 30s and 40s. Fans could finally actually taste the spirit of vintage Harley Davidsons and let it become a part of them.

 

 

Results

The first limited edition of The Archaeologist was a great success in Germany

  • with 100% response rate for units sent to potential customers
  • all Uwe’s bikes were sold out online in just two weeks
  • there was a significant increase in visitors to the shop

The order book is now full. And Uwe is on the road again to collect ingredients for the next edition of ‘The Archaeologist’.

 

 

Comment

Uwe is clearly an obsessive. And he needed an agency as obsessed with craft skills as he clearly is. He certainly found attention to detail with serviceplan.

Serviceplan is an agency that has been more innovative than any other in terms of mail and print. Remember their ‘Solar Report’ for Austria Solar. An annual report for an alternative energy company you could only read when it was exposed to sunlight. And here they are tapping into the current fashion for artisanal, hand-crafted gins (and whiskies!) with an equally beautifully crafted mailing to potential customers.

Expensive? Yes. But think about it. His bikes are works of art. They must sell for many thousands of euros (put it this way, the gin was offered for sale at €1,000 a bottle). If the marketing of a car can account for as much as 5% of its purchase price, then Uwe has spent a lot less than that on selling all his old stock and gaining an order book from a list of new clients. He got a bargain. That’s what creativity is about. Making money out of thin air.

 

Patrick Collister
Patrick Collister

Editor Directory Magazine

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