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CASE RELEVANCE
A fully integrated campaign directed at young adult males and females in a highly competitive and crowded market.
THE CHALLENGE
The Honda Civic is the bread and butter of the company and yet a new and emerging category was threatening to undermine the company's dominance in the sub-compact market and consequently the Civic's contribution to the bottom line.
As well, there existed an opportunity to attract new younger users to the Honda brand.
Simply put – attract new Honda users – don't damage Civic.
THE SOLUTION
A highly targeted, efficient and totally integrated national campaign aimed at young adults with two specific phases and objectives:
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A PRE-EMPTIVE STRIKE
Generate awareness of the impending launch of the new Honda Fit to motivate potential customers to stay out of competitive category offerings until Fit arrives in the Canadian marketplace, while building leads and a database. Build dealer faith in the strategy and build enthusiasm for the official launch of Fit.
SHOCK AND AWE!
Inundate the target with precise media targeting and precision messaging at multiple moments of truth.
Unleash the power of the dealer network to activate the data collection. The market was blitzed with a combination of interactive kiosks, brochures, push e-mails, on-line advertising, outdoor, newspaper, radio, cinema and TV.
RESULTS
The second most successful brand launch in the history of Honda Canada. Second only to Honda Civic, which
launched the sub-compact category in the early 70s.
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