We are extremely proud to present our new launch campaign for Honda’s iconic bike - Africa Twin, the first in a series of campaigns for Honda’s 2016 model line-up.
We have partnered with Honda to deliver a strategy for the all new product launch that captures the brand’s leadership in innovation, manufacturing and rider experience and translates it into engaging content. The first burst of activity is for one of the most highly anticipated Honda Motorcycles in years – the new CRF1000L Africa Twin. The integrated solution is centred around an interactive YouTube film that allows the viewer to choose which path two Africa Twin riders take as they embark on an epic adventure. The hash-tag #madebyhonda will act as both a reference to Honda’s inimitable passion for ‘making’ and a metaphorical stamp of approval.
The campaign aims to gain greater standout in the Adventure Bikes market and will be supported by additional film content, digital & press ads, product photography and brochure design.
“We spent four years developing Africa Twin and it is a great example of the engineering and innovation that goes into all of our motorcycles. 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.” - Ian Bland, Head of Marketing and Accessories Management at Honda Motor Europe – Motorcycles.
“Our whole content strategy is based around a simple thought: what if we took all the values Honda use to make bikes and applied them to how we make content? This is how we are approaching all our storytelling output from now on – with innovation, high production standards and a test and learn mentality. 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.” - Glenn Smith, Creative Director, Southpaw.