WHO?
Biker Sub-culture & Snap-On tool Co.
THE COLLATERAL
This is a postcard that would be mailed out with motorcycle parts from various partnering on-line warehouses. For Instance, John Orders his Screaming Eagle and cold-air intake filter from jpmotorcycle.com. When he receives his box, the advertisement for snap on is placed inside with the invoice.
THE SCOOT
Its a common thing for Bikers (generally the older men) to refer to their bike as a scooter. The terminology is recognized by bikers of every age and has been shortened to scoot which is interchangeable when referring to the act of riding or the bike itself. The use of the language makes the brand more relate-able.
WHY SNAP-ON?
The culture values customization and working on the bikes themselves. They often have project bikes and enjoy taking care of their “baby.” A project bike is an older motorcycle that is in progress of restoration or customization. A culture that is so invested in maintaining and upgrading their bikes would value tools. Not just any tools. They want quality. Top of the line bike? why not have top of the line tools?
My copy is addressing that, if you (the biker) Have better, more efficient tools and tool boxes, you will have more time for the ride. More time for both the act of riding and time for the ride itself (the bike)
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