Honda Insight: Less is More

The challenge was to launch Honda's new hybrid in New Zealand, against the unrivalled category leader Toyota Prius, to achieve an aggressive sales target.

Honda Insight: Less is More

Category: Best Strategic ThinkingAgency: Sugar AdvertisingClient: Honda New Zealand

Summary

The challenge was to launch Honda's new hybrid, against the unrivalled category leader Toyota Prius, to achieve an aggressive sales target. The breakthrough came when Sugar Advertising redefined the market parameters, choosing to forsake the Honda Insight's incredible new technology and position it foremost as a hatch, bucking the international strategy.

The ‘Less is More’ campaign positioned the Insight as the world's most advanced hatch, costing 40% less to run than its peers. This simple compelling strategy saw Honda take...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands