Honda Refreshing BTL Communications

The Brief

In January 2021, we were appointed as Honda’s Europe lead BTL agency. Our brief to create pan-European launch campaigns for all new models, as part of Honda’s vision for two thirds of sales to be electrified by 2030.

Our task was to refresh the brand’s look and feel across dealership and online touchpoints. We create new model launch campaigns, assets, brochures and content for website, paid media and social platforms.

We’ve developed robust and easily executable guidelines for Honda to show up below-the-line, placing the customer experience front and centre of product narratives across the range.

We’ve placed the focus of Honda’s BTL communication firmly on the customer, reflecting the brand’s unique, human-centric approach to design and building strong bonds with ‘Honda Likers’.

To date, we have launched three new models with Honda each with its own brief and challenges, Honda HR-V Hybrid, Honda Civic and Honda Civic Type-R.

The Creative Platform

‘Our Car, Your Story’ inspires narratives that balance product focus with ‘what’s in it for me?’, prompting customers to imagine Honda vehicles as an integral part of their daily lives.

Honda HR-V

Self-charging Hybrid - the stylish and youthful SUV that energises your life.

We shot the campaign in inner city, suburban and countryside locations, creating a suite of 50 images (one of which was used for the EU-wide ATL campaign). Our executions have a premium look and feel, unpacking product features in engaging ways and clearly communicating the value story.

Honda Civic

Medium hatchback – the dynamic driver’s hybrid.

The new Civic marked a shift to a more aspirational design. Our challenge was to attract a younger generation of drivers and justify the premium price.

We created a full suite of assets for an omni-channel campaign, including early information leaflets to drive awareness and excitement around the upcoming release.

Honda Civic Type R

Hot hatchback with racing technology in its DNA.

Type R is Honda’s flagship model, using Honda’s racing heritage to create a halo effect on the range, reigniting passion among loyal Honda drivers and encouraging re-evaluation of the brand by driving enthusiasts.

Rather than building narratives around customer lifestyle, our primary focus was on the car itself. We adapted the visual tonality and took a sleek photographic approach. As well as being implemented across Europe, the campaign was picked up by Honda Australia, UAE and South Africa.