The Africa Twin was a new halo product for Honda, a springboard to build love for the brand.
Adventure bike riders wanted a bike with the capability of creating their own adventure across any part of the globe. The market was saturated with bike brands offering this, using a formulaic ‘man on bike in extreme environment’ approach to their communications.
Honda’s engineering excellence gave the brand a competitive advantage. The Africa Twin was a great example of the engineering and innovation that goes into all of their motorcycles, Honda spending four years in the development of this motorcycle, refusing to release it for mass production until it was absolutely perfect.
Our strategy was to take all the values Honda used to make bikes and apply them to how we made product launch content – with innovation, high production standards, a test and learn mentality and a final stamp of approval in the form of #madebyhonda.
With Africa Twin, we wanted to build on the product’s concept of ‘True Adventure’ and ensure that the first experience people had of the bike offered a genuine sense of exploration and personal discovery, much like an actual Adventure Tour in real life.
Adventure bikers had been waiting all year to see the Africa Twin in all its glory. To ensure we had our audience primed and ready we released a teaser film online, one week before our main launch activity.
We created a 30s ad to run across YouTube, Facebook and Twitter, announcing the launch of the bike and directing people to more content.
The film allows the viewer to choose which path two Africa Twin riders take as they embark on an epic adventure. This in itself was a challenge due to the target audience demographics, a lot of work went into making an epic user journey on mobile and desktop.
We created a print template to be used across all European markets, forging a strong and distinct visual language that connected the campaign together.
We designed and created all content for the Africa Twin product brochure, including all photography assets and copy.
To accompany the brochure, we created a high-end product film showing off every feature in its best possible light.
We created display ads to be served across Europe, again tying together the campaign’s bold visual style for maximum impact.
“It is our passion and precision that makes Honda what it is and this has been captured perfectly in our campaign that will ensure Honda is ‘always on’ for the next 12 months”
Head of Marketing, Honda Motor Europe