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TRANSCRIPT
71 www.eventmarketer.com MAY 2016 EVENT MARKETER
SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE2016
CONTACT INFO
The Challenge:Honda asked EventNext to design, plan, and execute a national tour to introduce the all-new HR-V to the U.S. market. The objective was to generate awareness for the all-new Honda HR-V, get consumers to experience it, remember its unique positioning, and share it with friends.
Consumers in focus groups felt the Honda HR-V was sized somewhere between a sub-compact and mid-sized vehicle and between a car and a SUV. Its smaller size makes it easy to park and maneuver, yet large enough to haul people and gear. In short, consumers said the Honda HR-V was “just right” for them.
The Idea:Building on the unique background information we received, EventNext created a campaign that brought to life the “just right” theme. We created Goldilocks and the 3 Bears characters that served as a hook to help attract attention, engage with consumers, and create social media extensions. We hired theater performers to take on the role of the 3 Bears while our product specialists played the part of Goldie.
We then developed a tour based on the highest potential markets for the HR-V based on segment research and dealer network strength. For each market we developed a series of activities that would layer together to form an integrated program for maximum exposure to the target audience.
The Experience:EventNext brought to life the fairy tale Goldilocks and the 3 Bears through a national tour to promote the Honda HR-V. The theme helped reinforce the Honda HR-Vs positioning of being “not too big, not too small, it’s just right.”
The characters helped attract consumers to HR-V vehicle displays and test drive areas where teams dressed as Goldilocks served as in-vehicle hosts. The 3 Bears were captured in selfies resulting in thousands of shares on social media. Goldilocks and the 3 Bears also did various in-market stunts in places like Times Square, the Santa Monica Pier, beaches, parks, downtowns, college campuses,
and more. Wherever the team went they promoted HR-V and helped spread the word about this unique new vehicle.
The tour was designed around daily static displays, test drive events, and character stunts that could be shared via social media. The vehicles were driven from market-to-market allowing for more activities while in-route. Both Honda dealer groups and individual dealers were able to tie-in as well.
The Results:EventNext delivered nearly three times as many test drives as any other Honda program. The tour was extended for dealer group activations in markets that weren’t part of the base program. Social sharing and media buzz around the Goldilocks and the 3 Bears concept was strong in every market we visited with university areas being particularly receptive to the concept. The just right concept resonated with consumers and helped the Honda HR-V stand out in a crowded marketplace, exceeding its launch goals.
CONTACT INFO YVON [email protected]
CAMPAIGN: “IT’S JUST RIGHT” TOURCLIENT: HONDAAGENCY: EVENTNEXT