LAUNCHING 7 MOTORCYCLES ACROSS EUROPE
The most ambitious multi-channel, pan-European bike launch EVER
OVER ONE MILLION WEBSITE VISITS
OVER 400,000 FACEBOOK GAME PLAYS
OVER 130,000 ONLINE ‘OPT-INS’
OVER 90,000 NEW LEADS ADDED TO DATABASE
Launch 7 new motorcycles across Europe, simultaneously, to generate leads into local dealer networks.
A multi-layered, incredibly flexible kit of off and online assets that tailored messages by channel, by language and by audience.
7 Bikes meant 7 very different audiences, with each campaign having to tap into specific insights on our targets. Here we have the NC700 series, that encourages a rider to challenge convention and have a bike that was both practical AND fun, for either the commute to work, through to the trip to the seaside.
5 beautifully crafted films, that embodied the products, sit on the campaign microsite to encourage repeat visits and increased engagement and lead generation through the website.
Affiliate campaigns ran in support of press, film content and pre-launch emails, to drive people through to the www.hondamc2012.com microsite, incentivising them to register their details for the prize of a lifetime.
WEBSITE - WWW.HONDAMC2012.COM
The central campaign hub where all communications directed customers, updated on a regular basis with product news, engineer interviews and the latest launches in all their glory. Incentivised registration for prizes allowed us to capture fresh data, refresh existing data and feed leads into local markets.
With a growing database from previous campaigns, we had a large number of individuals to send pre-launch and launch emails to when the bikes were launched.
We created a mobile optimised version of www.hondamc2012.com to allow Honda's keen fanbase access to fresh content wherever they are.
The Go-Touring mobile application provided motorcyclists with a way to change their habits and experience new things and new routes to their regular destinations.