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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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Honda # myjourney


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honda myjourney

Honda #myjourney

Group: Christie Callan, Amanda Kelly, Chelsea Williams, Amanda Koslow

situation research
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

http://www.myjourneys.com/welcome

objectives
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
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
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:
    • https://www.facebook.com/media/set/?set=a.10151720402262439.1073741840.133603052438&type=3
  • Twitter:
    • https://twitter.com/search?q=%23myjourney&src=typd
  • Website:
    • http://www.myjourneys.com/welcome
calendar timetable
Calendar& Timetable

The campaign launched summer 2013

People still use the hashtag today

budget
Budget

Undisclosed

Hired Visual Voice marketing firm

Customers promoted the brand through their experiences in their Hondas

PR newswires & journalists also promoted the campaign

evaluation1
Evaluation
  • @my_journey
    • 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 2010 - but below the pre-recession 12.1 per cent.
  • Top 5 best selling cars so far this year:1 Fiesta 34,309 2 Focus 25,0813 Corsa 24,5614 Astra 17,2025 Golf 15,726

Source - SMMT

your turn
Your Turn!

Tweet a picture of your weekend using the hashtag #PURjourney