Our brief was to create a Pan-European integrated launch campaign to support Honda’s new Cordless Range, which confidently launches the range positioning them as best in class for performance within the cordless sector.
Using our bespoke neuro-mapping tool and layering this with behavioural science we were able to understand the Honda audience on a deeper level. Unpacking their motivations and drilling down into which behavioural models and communications they respond to best.
We found they take pride in the job they do and want to buy the best, high quality tools and equipment to help them. They research products thoroughly before buying and performance is key - something that we wanted to communicate clearly throughout the campaign.They believe in doing a job well or not at all, so when it comes to gardening (which they love), they want to finish it to the best of their ability and take pride in what they’ve achieved. creative work aims to focus on people, different environments, terrains, weather conditions and times of the day, that the new cordless range can be used. The tagline; ‘Power that lasts – for the gardener that just keeps on going’ has been developed to highlight not only the enduring power of the Honda products but also reflect the gardeners themselves that we know are so passionate about their craft.
The campaign launches with a 60’ hero film, as well as 30’, 15’ and 6’ cut downs for social. In total 206 assets were produced for nine key markets across Europe, with further markets expected to roll out the campaign throughout the rest of 2020.