As part of the anniversary, the car manufacturer is focusing on its achievements in the field of hybrid technology with a campaign. To this end, Farner has developed an advertising concept that invites the Swiss population to celebrate the silver wedding anniversary of the electric and gasoline engines - a union that Honda once sealed - with great pomp and circumstance. In particular, the campaign aims to emphasize the advantage of the combination of combustion engine and electric motor: the high fuel efficiency of the vehicles without sacrificing performance.
Two-stage media strategy
In a first step, the campaign is aimed at existing Honda customers. They are personally invited to attend the anniversary event at a Honda dealership. The next step in the campaign is to activate potential and former customers. Digital content, nationwide radio spots and a strong presence on social networks will be used for this.
Immersive experience at the open day
The campaign will culminate in open days at more than 25 Honda dealerships in French-speaking Switzerland, German-speaking Switzerland and Ticino. At these events, guests will be able to immerse themselves in an immersive festive atmosphere and get to know the hybrid technology interactively.
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The new Honda HR-V e:HEV offers a new kind of driving experience with its hybrid drive. Interested parties can try out how the Honda HR-V feels on our roads directly at their trusted Honda dealer during a free test drive.
Under the motto "Experience Honda HR-V", Farner is raising awareness of the new Honda in a campaign. The films present the hybrid model on the road in Switzerland for the first time. They are used online and address two different target groups and their specific interests.
Sustainability, space and driving pleasure
In the film for young families, the focus is not only on sustainability but also on space and safety in everyday life. In addition to families, the aim is to appeal to modern pragmatists who also value special experiences. In their advertising material, the focus is on the spaciousness of the HR-V and the freedom that the new model will give them.
Responsible at Honda SwitzerlandThierry Leutenegger, Vanessa Favre, Vincent Roch, Anouck Daenzer. Responsible at Farner Consulting: Camille Zuber (project management), Hanja Heuss (creative direction), Pedro Velasquez (art direction), Ennio Cadau, Jan Walser (concept, text), Tjabrina Penazzi, Fabian Sigg (design). Responsible for Polarwind (Production): Director/DOP: Fabian Weber, AL: Alex Biondi, 1st AC: Thomas Hrabovsky, Marius Mahler, 2nd AC / DIT: Cyrill Gsell, Set Design: Atelier Lomann, Gaffers: Raphael Toel, Best Boy: Jakob Wessley, Grip: Nik Delley, Drone/CineCar: Birdviewpictures, Styling: Tatjana Kotoric, H&M: Bassil Vikon, Driver: Oliver Kniel, Editor: Oliver Don, Grading: Florian Wolf, Sound Design: Denis Elmaci, Casting: Laura Rindlisbacher.
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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.
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Are you buying a pig in a poke when you purchase a new car via an online portal? Galaxus will provide the answer. As of now, the online retailer has six models from Hyundai, Toyota, Honda and BMW on offer. Unlike common online configurators from car manufacturers, there is nothing to decide at Galaxus: Color and equipment are fixed and cannot be freely selected by the customer. The advantage: Galaxus offers the vehicles at prices that are 10 to 40 percent below the official list price. The Honda Civic 1.5, for example, is a concrete example of this: the list price is over 35,000 francs, but Galaxus sells it for just under 25,000 francs.
A "trade secret" is who imports the vehicles into Switzerland for Galaxus at this price, says Galaxus founder Oliver Herren to the SonntagsZeitung. The first car Galaxus added to its range was the VW Touareg, which also features in the new campaign (Werbewoche.ch reported). The offer - also pre-configured and considerably cheaper than on the official price list - was included in the range for a short time in cooperation with Amag at the time. As the SonntagsZeitung writes, Amag is working on its own, second attempt to launch an online store. Already two years ago, a similar project was launched, but never realized. The online offering should be up and running within the next twelve months.
Do the Swiss even want to put a vehicle costing several tens of thousands of francs in their shopping cart at the click of a mouse without having test-driven it and without being able to configure it? "We're targeting customers who already know what they want and don't want to make a big deal out of buying a car," says Herren. Thomas Lang from the e-commerce consulting firm Carpathia also gives the Galaxus project good chances: "The generation of 30- to 50-year-olds in particular has hardly any fear of contact," he says about the willingness of customers. Consultations are less and less in demand, he says, and people even want to avoid personal contact with the salesperson the longer they do so.
Tesla, for example, shows how and that it works. The U.S. manufacturer operates sales outlets, but plans to close many of them and rely even more on online sales.
The trend toward online and direct purchasing is creating a dilemma for carmakers: they have spent decades building and maintaining a dealer network. But now they also want to meet the growing customer demand for direct purchases - a conflict of objectives with the middlemen.
Galaxus cares little about that. Anyone who decides to buy a car gets it delivered to their home free of postage, just like all the other items. Fully fueled and with a highway toll sticker. The online retailer also offers rental options for the vehicles.
Tag On for TV commercials, advertisements, banners, Radio spotdirect marketing. All with the support of Timea Bacsinszky, Honda's new brand ambassador.
https://www.youtube.com/watch?v=hW6Vq-7G_fU
https://www.youtube.com/watch?v=LqF6yCBME4w
The convergence point ? The Honda Dream Days, the famous open days, attracted many visitors with a competition for test drives. Roll-ups, stickers, totems, window decorations and 1:1 scale stills of Timea, the decoration concept of 45 Points of Sales was specially designed for the occasion. Three specific brochures for the new models, the "Honda Collection" product catalogs and the latest print and digital edition of Challenge, the official customer magazine produced by Trio from A to Z, supported the campaign.
Responsible at Honda Motor Ltd: Vincent Roch (Advertising Manager, Honda Switzerland).
Responsible at Agence Trio: Sonia Duperret, Florence Genoud (consulting), Fabian Monod, Renaud Cusenier (art directors), Christophe Muller (web design), Pascal Bigler (desktop), Chloé Petit, Guillaume Roud (text).
The stop-motion film "Paper" was created in collaboration with the advertising agency RPA and the production company Reset. Because each of Honda's countless success stories once began on a sheet of paper. Various illustrators drew, an entire team animated - over a period of months. The result is fascinatingly different and aired in America last Sunday in prime football time. PES, which is based on Youtube 700'000 subscribers, makes commercials again and again, and has already been nominated once for an Oscar, has created an idiosyncratic masterpiece here. Find out how it came to be in the making of. (hae)
The new 4-wheeled friend takes care of its owner's lawn while he can indulge in sweet idleness. Since the beginning of spring, the unmistakable Miimo has been advertised on banners, advertisements and at the POS. So there's no need to imitate Miimo. With Trio, Honda has already cut the grass from under the competition's feet.
Responsible at Honda Motor Europe Ltd: Jan Spytek (Head of Communications). Responsible at Agence Trio: Sonia Duperret (consultant), Fabian Monod (art director), Yoann Cosson (editor), Pascal Bigler (desktop).
In the online area, Trio launched a website and an app. In print, a flyer was published presenting all the special series of this anniversary year as well as the new brand ambassadors. Steve Guerdat, Nino Schurter, Dominique Aegerter, Belinda Bencic and the Young Boys are figureheads of Swiss sports and are expected to go much further with Honda in the future. According to the press release, product advertising was not neglected either: Agence Trio organized a leasing and stockroom communication for Honda. Throughout Switzerland, advertisements, posters, POS material and radio spots draw attention to the well-known car manufacturer. Trio thus got off to a flying start in Honda's anniversary year.
Responsible at Honda Motor Europe Ltd: Jan Spytek (Department Manager Marketing).
Responsible at Agence Trio: Nicole Limardo and Christa Rastogi (consulting), Michael Kamm (overall responsibility), Timo Kirez (creative direction), Naila Maiorana (art direction), Fabian Monod (graphic designer), Nadine Borel (text), Christophe Muller and Gaël Tran (multimedia), Pascal Bigler (desktop).
Honda will become the main sponsor of BSC Young Boys for the upcoming second half of the season and will continue until the end of the 2016/2017 season. Starting in the second half of the season, Honda will be present as the main sponsor on the shirts and training uniforms of the 1st team and will equip around 45 YB employees (players, coaches, management) with vehicles. In addition, Honda will make various appearances at Young Boys' home matches and will be able to present vehicles.
As Honda (Suisse) announced today, the man from Jura - who currently lives in Herrliberg - will represent the Honda brand as its new ambassador in the coming years. These days, Honda is not only presenting the new brand ambassador, but is also launching the new CR-V in Switzerland. And from November, the first vehicles will be available for test drives at Honda dealerships.
Honda Suisse surprised its Swiss dealers with a guest of honor at an event on Tuesday. Olympic champion Steve Guerdat not only presented his gold medal in Interlaken. Ken Keir, Executive Vice President of Honda Motor Europe, Hiroshi Nomura, President of Honda (Suisse) SA and Vice President François Launaz welcomed the Swiss rider as Honda's new brand ambassador. "Steve Guerdat's charisma and personality make him a wonderful brand ambassador for Honda," says Hiroshi Nomura, President of Honda (Suisse). The new Honda CR-V combines comfort, safety and practicality with a great deal of elegance and power, which suits the equestrian sport and Steve Guerdat's great talent.
However, the partnership between the Olympic champion and Honda goes beyond the new CR-V. As François Launaz, Vice President of Honda (Suisse), says, the new constellation will reorganize all business areas in one company - from cars and motorcycles to the marine sector, power units and appliances for the home and yard. The long-term partnership with Steve Guerdat covers all these segments. This means that Steve Guerdat will represent the Honda brand at various levels in the coming years.
The visuals are designed to show how the Honda USPs shine with racy lines and innovative cutting-edge technology. Inspired by the art of watchmaking, the execution plays with light and materials and enhances the models with sophisticated perspectives. The campaign can be seen in the national press, in trade magazines and on the Internet.
Responsible at Honda Motorcycles (Suisse): Thomas Moureau. Responsible at Agence Trio: Nina Hugentobler (Project Management), Sonia Duperret (Consulting), Elisabeth Jovignot (Strategic Planning), Yvo Hählen (Art Direction).
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