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#hondanextdoor

#hondanextdoor | 本田 | Honda | Sid Lee
下载原始文件 下载原始文件 JPG | 3000x1995px
基本信息
行业: 汽车及相关服务
媒体:推广与活动
投放:法国
风格: Minimalism
说明cnen
EntrySummary
Honda has fewer dealerships than its direct competitors in France. Moreover, Honda's media investment over one year appears to be one of the lowest in its category. So, to get its CR-V and HR-V SUV models in front of prospects, we knew classic advertising and purchasing funnel would not work. But Honda has a main and valuable asset : its community. All the Honda lovers are driven by the same passion : they like engines, motors and driving, they like our cars and advocate them. This is why we decided to reach out to the brand's biggest fans and asked for help. Fans make the best salespeople, as they genuinely talk about the Honda brand and its products from their own experience. Therefore, our objective was to raise attention around our SUV range by adopting a hyperlocal and targeted media approach around Honda fans.
BriefExplanation
With #Hondanextdoor we invited fans to transform their garage into pop-up dealerships. These dealerships looked like real dealerships with big logos, banners, special entrance etc. Thanks to them, we entered the suburb and had concrete advertising material - guerilla style - directly where it was needed. More than just branding, the pop-up dealerships were the occasion to showcase the cars in a life-like environment and therefore be more striking.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
银奖 户外
Ambient > Live Advertising & Events
戛纳国际创意节 2018
入围 品牌体验与激活
Live B2C Brand Experience or Activation
戛纳国际创意节 2018
入围 直效
Excellence > Low Budget / High Impact Campaign
戛纳国际创意节 2018
入围 户外
Innovation > Ambient Outdoor
D&AD 2018
木铅笔 体验
Out-of-Home
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