Honda #myjourney Group: Christie Callan, Amanda Kelly, Chelsea Williams, Amanda Koslow

Situation & Research: Honda’s ambition: “celebrate people who have made truly epic journeys that embody Honda’s beliefs in ‘the power of dreams.’” The campaign was inspired by a Honda customer, Jon Hancock who traveled around the country with his wife Christine in their 1987 Honda Civic me

Objectives  To empower their strapline "Power of Dreams"  Behavioral:  Get potential customers to buy into the Honda brand  Get current customers involved and engage with their brand  Attitude:  Make people have positive outlook on Honda

Audience  Current Honda owners  Potential Honda customers  The target demographic for auto buyers is adults 25-54, but people of all ages were encouraged to participate  Global campaign, but began in the UK.

Strategy & Tactics  Develop emotional stories associated with Honda in order to identify Honda as a brand ideal instead of just a car or product they were trying to sell.  Facebook:  &type= &type=3  Twitter:  pd pd  Website: 

Calendar & Timetable  The campaign launched summer 2013  People still use the hashtag today

Budget  Undisclosed  Hired Visual Voice marketing firm  Customers promoted the brand through their experiences in their Hondas  PR newswires & journalists also promoted the campaign

Evaluation

 Over 700 followers  Nearly 4,000 tweets  23% - Honda new car registrations increased 23 per cent year on year in the first three months of the year.  5.9% - Total UK new car registrations increased 5.9 per cent in March 2013 to 394,806 units.  6.9% - In Jan - March registrations increased 6.9 per cent to 605,198 - the best since but below the pre-recession 12.1 per cent.  Top 5 best selling cars so far this year: 1 Fiesta 34,309 2 Focus 25,081 3 Corsa 24,561 4 Astra 17,202 5 Golf 15,726 Source - SMMT

Your Turn!  Tweet a picture of your weekend using the hashtag #PURjourney