The biggest growth opportunity for the small SUV category is females under 40. But they were hating the “one size fits all” campaign approach adopted by most car brands. Customers showed a craving for something that reflected them more authentically and differed from the generic 20-somethings in the prime of their lives, driving through city streets listening to music or sipping lattes. People aren’t one thing, so why do car brands treat them that way?
We used this insight to tap into real-life, relatable stories about how people use their cars, particularly the super-versatile Honda HR-V.
Introducing Honda “We’re not the same”. One actor takes on eight different roles based on eight very different real-life stories.We showed how versatile the HR-V is with one versatile actor, in a tongue-in-cheek play on those ‘interchangeable 20-something females’ depicted in the small SUV category.
The eight stories became the basis for a content journey that matched them with our customers lives and HR-V features relevant to them.
“We’re Not the Same” defined our entire strategic approach, from creative through to media. Our eight stories became the basis for a sophisticated content journey that matched individuals’ interests with relevant HR-V features. By leveraging multiple data points, we developed highly engaging and relevant content that eschews demographics in favour of human-centric interests and customer journeys. Smart utilisation of TV, video content, Social, CRM, digital eco-system platforms and partnerships drives the flexibility of messages across 100+ permutations of the campaign, ensuring we deliver on “We’re Not the Same” effectively and efficiently.
The campaign catapulted Honda HR-V to the Number 1 small SUV in Australia, up from number 5. We also saw a 9% increase in female buyers of the HR-V. Sales have been so successful supply of the new HR-V can’t keep up with customer demand.