Farner launches "Don't be a follower" for Honda
To be free. The new Honda motorcycle campaign speaks straight from the heart of this primal dream of all young people. Farner is responsible for the implementation.
Since the beginning of the year, young people over the age of 16 have been allowed to ride 125cc motorcycles. This opens up new freedoms. For young people and parents, as the new campaign for Honda motorcycles shows.
Because: As great as the desire of the offspring for independence is, their dependence on the parents' purse is usually just as great. At least when it comes to buying a motorcycle. That's why Honda and Farner are relying on a sophisticated programmatic online and POS campaign with measures designed to appeal to everyone. From girls and boys to mommy and daddy.
As a trigger for both target groups, the campaign uses an insight that both young people and parents support one hundred percent: #dontbeafollower encourages young people to be independent - and shows that there is only one style worth following: their own. Mike and Annika, for example, show how this works on their Honda bikes.
That the new freedom of daughters and sons can certainly have its positive sides is shown by the advertising material produced for parents with a wink - and the hint that they too have a new independence to gain. "And so the campaign has a clearly stated goal," Céline Renevey, Marketing Manager for Motorcycles at Honda Switzerland, indicates. "To motivate parents and offspring to take one last ride together: to their local Honda dealer."
The national campaign drives through the three phases "See," "Think," and "Do" with tailored messages and plays predominantly on social networks. Young people are targeted on Snapchat, TikTok and Twitch, and their parents on Facebook, Instagram and YouTube. Matching POS material can be found at all 75 Honda Motorcycle representatives.
Responsible at Honda MCThomas Moureau (Managing Director, Honda Motorcycles), Céline Renevey (Marketing Manager, Honda Motorcycles Switzerland). Responsible at Farner: Fabian Röthlisberger (Member of Senior Management, Unit Lead Advertising), Didier Bonvin (Senior Consultant), Hanja Heuss, Jan Walser (Creative Direction), Aleksander Sofranec (Art Direction/Motion Design). Film production: Tuna Production. Media agency: Mediatonic.
