DRAYKO
PRODUCT DEVELOPMENT
Business Brief
The brief was to get a foothold in the highly lucrative US market.
Marketing STRATEGY
The strategy was to aim the campaign at both US motor bike riders such as Harley Davidson showing that Drayko Jeans are as strong as leathers.
CREATIVE STRATEGY
Using a mixture of very recognizable and classic motor bikes, shown in concert with typical American classic style bike-riders, gave Drayko the opportunity to win access to Harley Davidson’s US stores. No mean feat for a small Australian company.
