Honda: Fulfilling the Malaysian dream
YouLi Hooi and Kenny Lim
Brand owner: Honda
Agency: Starcom MediaVest Group
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
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.