Honda #myjourneyGroup: Christie Callan, Amanda Kelly, Chelsea Williams, Amanda Koslow

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

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

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.

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

Calendar & TimetableThe campaign launched summer

2013

People still use the hashtag today

Budget

Undisclosed

Hired Visual Voice marketing firm

Customers promoted the brand through their experiences in their Hondas

PR newswires & journalists also promoted the campaign

Evaluation

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

Your Turn!Tweet a picture of your weekend

using the hashtag #PURjourney