Campaign details

Brand: Honda
Lead Agency: Initiative
Region: LATAM


This article has been translated from Spanish using Google Translate. Download the original here.

Strategy

Objective

Increase the sale of the Honda HR-V model that stagnated, using the impulse of the digital public road in a more efficient way.

Target Audience

Men and women from 25 to 45 years old ABC1C2. With large families, who like the category SUV, minivan or family and travel every day through the city for their work, children or weekend trips.

Creative Strategy

We created a concept as a project guide that we call "more relevance, less waste in OOH".

First, we needed to understand 100% the consumer journey of the potential buyer of Honda so that our public message would be relevant. Understand your habits, your routes, the places and times where you travel to improve the relevance and impact of messages on public roads, reducing waste in the exhibition.