Why is this work relevant for PR?

Placing a showroom on the mountain is very out of place, yet visually impacted, which attracts our target audiences to come since this is the very first time that they are able to visit a showroom, test ride on real terrain, and made a deal to purchase the motorcycle all in just one visit. “Off Grid Showroom” created a buzz among enduro riders and was able to leave good impressions towards Honda as a brand that truly understands its customers’ needs.

Background

Honda wanted to launch “The All New CRF300”, the new enduro motorcycle packed with special features that perform best on off-road trails. How do we get our target audience to truly understand the capability of our motorcycles when all of our showrooms are located in the city and test rides can only be done on flat concrete roads?

Describe the creative idea (20% of vote)

Thai Honda presents the “Off Grid Showroom”: turning a mountain into a showroom only made for All New CRF300. We brought everything a showroom should have such as the product display, reception area, office tables, chairs, water dispenser, merchandise shelves, restroom, sales staff and placed them across the mountain. Then we promoted the “Off Grid Showroom” along with the map on social media. Consumers who visited were able to test ride our motorcycles on real enduro trails while making their way around the showroom.

Describe the PR strategy (30% of vote)

Enduro motorcycles are normally suggested through word of mouth among riders since test rides at showrooms can’t do justice of showing the full potential of enduro motorcycles. We wanted to make a PR impact with the launch and get our consumers to learn how great our motorcycles can perform on real trails, and at the same time, utilize enduro riders’ behavior of wanting to explore new trails and sharing their riding experience to their community by creating the “Off Grid Showroom.”

Describe the PR execution (20% of vote)

We launched the All New CRF300 with the opening of the “Off Grid Showroom” by turning the whole mountain into an outdoor showroom only made for All new CRF300 to create conversations. We sent invitations to enduro KOL’s to visit our showroom and test ride our motorcycles, which created buzz among the enduro riders, resulting in high numbers of showroom visits, shares of genuine product reviews, visibility of the brand, and last but not least, sales volumes.

List the results (30% of vote)

“Off Grid Showroom” achieved more than we expected in terms of sales and PR values. 97% of riders who visited the showroom made a deal to buy the All New CRF300, which became a new record for our enduro motorcycles with an increase of 73% in sales during the launch of a new model. Enduro riders also helped us create the buzz for the campaign by sharing either their experiences at the showroom or how much they would like to visit, which gave us more than 13M impressions without any cost. To top it off, we gained new interests for enduro motorcycles by having a wider range of target groups come and test ride with us.