Cultural/Context information for the jury

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.