Campaign background
Honda entered 2017 determined to maintain their position as market leader; but a gap in their product cycle meant they'd have no new 'entry level' machines for first-time riders.
They needed something radical to stay ahead of the pack.
Strategy
Due to an unfortunate gap in Honda's product cycle, the UK's leading motorcycle brand entered 2017 with no new entry-level Motorcycles, popular with first-time riders, to promote.
Karmarama took themselves back to the principles of Soichiro Honda, the company's founder, who was known for getting out and seeing the problem first hand. This is the Japanese philosophy of...