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.’”
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Group: Christie Callan, Amanda Kelly, Chelsea Williams, Amanda Koslow
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
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.
The campaign launched summer 2013
People still use the hashtag today
Hired Visual Voice marketing firm
Customers promoted the brand through their experiences in their Hondas
PR newswires & journalists also promoted the campaign
Source - SMMT
Tweet a picture of your weekend using the hashtag #PURjourney