Cannes Lions

Perfect Fit Garage

LOST BOYS, London / HONDA / 2016

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Overview

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Credits

Overview

Description

The key selling point for the new HR-V is its emotional design, as it offers a more sophisticated alternative to other cars in the segment. This is matched with class-leading interior space, as well as a host of other practical features – making it the perfect blend of style and practicality.

The Perfect Fit Garage was based on the overall campaign thought of 'Everything Perfectly In Its Place' and the insight that, for many people, their garage is a maelstrom of chaos, stuffed full of all the bits and pieces that don’t fit into their house any more. The Perfect Fit Garage portrays an ingenious transformation crafted to perfectly fit the HR-V, directly inspired by the design features and brilliant use of space within the car itself. This shows our audience the benefit of more space, beautiful design and how the car is made to fit their life.

Execution

The pre-launch activity ran for four weeks across 18 European markets in the lead up to the car hitting the showroom. The integrated digital campaign featured a hero film that established the campaign idea. This was supported with three fifteen-second films designed to maintain the conversation up until launch. All social content drove prospects to the campaign hub to encourage pre-registrations. This activity allowed each local market to use this pre-registration data to remarket to prospects through email, social and paid media to pull them into the showroom at launch.

Outcome

The Perfect Fit Garage pre-launch campaign was a success and helped kick-start the main launch to achieve its sales targets. The social content exceeded targets by 20 times; it reached over 5 million people, who watched the content 2.5 million times. Visits to the campaign hub from social activity resulted in higher completion rates of the pre-registration form compared to organic and direct traffic. In addition, all markets that used the campaign creative vs. non-campaign creative saw a higher volume of pre-registrations – demonstrating the effectiveness of the campaign. Most importantly pre-registrations were 16 times higher than our original targets. All of this was achieved through a minimal production and paid media investment.

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