Background

Honda INSIGHT failed in positioning itself at first launch, and is regarded as a hand-me- down of PRIUS. While PRIUS is positioned as a major, hybrid car, the relaunched INSIGHT was developed not looking into the usual hybrid benefits, but to maximize the delights of a car with its own aesthetics. The brief was to maximize the impact of the new car before relaunch, build expectations, set the car in a unique position, and create firm engagements, and have people proactively choose the car. With the rise of social networks, people are struggling with peer pressure and to see their own truths. As a challenger brand, with smaller budget, INSIGHT decided to resonate with the audience, and work together in creating the buzz. The objective was to reposition the car, build buzz peak at the relaunch, and create sympathy among the general audience and the brand.

Describe the creative idea (40% of vote)

"Run your own path." Expose values choking our society, enabling people to transform. A teaser communication by erasing keywords that are choking our society and questioning the audience. Messages which a major category leader cannot state, understanding the consumer sentiment, challenged the audience in bold letters on outdoor billboards differing by area and stations relevant to the users of each area. A TV spot followed the billboards, sending out the core question, enabling further understanding. The website and social media let people choose their own keywords with an easy to share interface, instantly building buzz and growing conversations.

Describe the execution (40% of vote)

Started on outdoor billboards and digital signage at major stations, stating keywords relevant to the different areas. The keywords started conversations of both sympathy and antipathy at offices and schools, growing large on social media. Honda posted and retweeted the keywords, visualizing the conversation, leading the users to the website, where users could easily choose the keywords they wanted to erase, sharing it among their communities. Started on the 3rd of December for 10 days till the 14th , utilizing outdoor billboards and digital signage at over 40 major stations, Twitter and Facebook, followed by a 1week TV spot campaign and press release to media owners.

List the results (20% of vote)

Over 100 media articles written, over 1,000 posts on social media and consumer generated curation mediums in the 1st week. The teaser campaign was accepted favorably by the audience, and over 80% answered that they felt sympathy and supported the campaign. It also appealed to the millennials, a generation that is turning away from cars. The campaign reached to over 1million people in just 1 week, arousing conversation, and engagement. Social media followers increased rapidly creating long term Honda brand fans. The campaign maximized sympathy towards the brand and we succeeded in positioning both the Honda brand and INSIGHT as a brand that has its own position. Owning the new INSIGHT supports to demonstrate that the user is also running his own path, and sales right after launch spiked high, 150% more than the target sales figure.