Across Europe, robotic lawnmowers are seen as a very rational, spec-based purchase. We turned this on its head, taking a more emotional approach to give Honda and its Miimo mower clear distinction in the market.
Rather than just looking at what Miimo can do for your garden, we looked at what Miimo can do for your life: it gives you more time for the things that really matter. This idea is epitomised by our campaign line, The Newest Member of the Family.
We created a 20” pan European TV commercial to convey both the practical and emotional benefits Miimo brings to the family.
Our print campaign continued the lifestyle message while still driving home the rational benefits of Miimo.
We produced a 40” product engagement film to exist online and in dealerships to bring out more of Miimo’s product benefits.
We created digital display ads to highlight Miimo’s product benefits and were translated into several languages for use across Europe.
168% upliftin sales across Honda’s 3 core markets