Cannes Lions

#hondanextdoor

SID LEE, Paris / HONDA / 2018

Awards:

1 Silver Cannes Lions
3 Shortlisted Cannes Lions
Presentation Image
Case Film
Supporting Images
Supporting Images
1 of 0 items

Overview

Entries

Credits

Overview

Description

The operation began with the selection of brand ambassadors among owners of the current models - those who know everything there is to know about what it’s like owning and driving a CR-V or an HR-V, and those best equipped to act as a spokesperson.

Then we transformed their own garages into pop-up dealerships.

After listing all these new dealerships, we launched a website to make future custmers choose where they wanted to have a test-drive. Then, the real Honda fan oversaw the test-drive, delivering his knowledge and enthusiasm for the brand directly to the interested prospects.

Execution

Ten brand ambassadors became designated dealers, and had their home garages converted into pop-up dealerships, right at the heart of French suburbia.

To kick off the 3-week long #HondaNextDoor operation, we launched a press, web, social media and television campaign to invite customers to sign up online for test drives directly at the pop-up dealerships. A film, featuring the brand’s number one fan, Jean-Baptiste, hit air waves in late September and promotion continued on Honda’s social media networks throughout the operation with new content gathered from experiences at each of the suburban dealerships.

Outcome

+ 10% dealerships in France over 3 weeks .

Over 16 M people reached.

1053 test drives in 6 days.

SUV sales up by 68% in the following month .

Saving : 90M

Similar Campaigns

12 items

Original Letters

DDB ARGENTINA, Buenos aires

Original Letters

2018, VOLKSWAGEN

(opens in a new tab)