honda #myjourney group: christie callan, amanda kelly, chelsea williams, amanda koslow
TRANSCRIPT
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Honda #myjourneyGroup: Christie Callan, Amanda Kelly, Chelsea Williams, Amanda Koslow
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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
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ObjectivesTo empower their strapline "Power
of Dreams"
Behavioral:Get potential customers to buy
into the Honda brandGet current customers involved
and engage with their brand
Attitude:Make people have positive
outlook on Honda
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AudienceCurrent 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.
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Strategy & TacticsDevelop 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
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Calendar & TimetableThe campaign launched summer
2013
People still use the hashtag today
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Budget
Undisclosed
Hired Visual Voice marketing firm
Customers promoted the brand through their experiences in their Hondas
PR newswires & journalists also promoted the campaign
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Evaluation
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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
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Your Turn!Tweet a picture of your weekend
using the hashtag #PURjourney