Honda: Fulfilling the Malaysian dream

YouLi Hooi and Kenny Lim

Campaign details

Brand owner: Honda
Agency: Starcom MediaVest Group
Brand: Honda
Country: Malaysia
Channels used: Events and experiential, Games and competitions, Internet - general, Product and other sampling, Product placement, Radio, Social media, Sponsorship - event or property, Sponsorship - media
Media budget: Up to 500k

Executive summary

In Malaysia, Honda has always been perceived as the car most preferred by Chinese drivers but the brand had struggled to connect with the Malay community, which accounts for over half of the entire population.

Honda needed to become a part of the Malay community and our big opportunity came during Hari Raya (or Eid ul-Fitr), a major Muslim holiday to mark the end of the fasting month.

A key practice of Hari Raya consists of locals opening their houses to welcome family and guests, hence Honda tapped into the tradition in order to be invited to 'open houses' all across the country.