Honda: Honda

Credits & Description:

Brand HONDA
Entrant SID LEE PARIS
SID LEE Paris, France Entrant Company
SID LEE Paris, France Idea Creation
MILES Paris, France Production
Sylvain Thirache SID LEE PAris Executive Creative Director
Ludovic Gontrand SID LEE Paris Art Director
Güllit Baku SID LEE Paris Copywriter
Johan Delpuech SID LEE Paris CEO
Bruno Lee SID LEE Paris Strategy Managing Director
Fabien Buferne SID LEE Paris Account Director
Camille Lefrère SID LEE Paris Account Manager
Thomas Laget SID LEE Paris Head of Integrated Production
Elliot Brunet MILES Executive Producer
Aldric Menanteau - Producer
Geordy Montfils MILES Director
César Décharme MILES DOP
Entry Summary
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.
Brief Explanation
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.