ProjectMotorcycle servicing campaign
The BriefA tactical campaign aimed at getting customers with out-of-warranty motorbikes to use Official Honda dealerships for servicing throughout the winter ‘quiet period’. The campaign needed to work on two different levels of consumer – the sportsbike rider, and the scooter commuter.
The ThinkingThrough extensive research with various dealerships, we gained an understanding of the different groups of consumers, and decided that although we wanted each piece to have a similar look, the copywriting and creative needed to be approached in very different ways. We created a direct and high impact campaign for the sportsbike customer and a more friendly and fun version for the scooter commuter. These were used across a number of different formats, including direct mail, viral email, advertising and POS.
The ResultThe resulting campaign was a cost effective approach to a difficult and competitive market. We created a strong look and message for both campaigns that worked across a number of different formats, yet in a simple eye catching way.
Newenglish visited dealers to establish their needs for this campaign and to test ideas with them. Their solution to our brief was cleverly targeted at the key market sectors, and used both conventional advertising and viral marketing. Newenglish are great to work with, their ‘feet on the ground’ approach to marketing, combined with their creativity and enthusiasm has resulted in a great campaign.Aftersales Marketing Manager, Honda UK