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...