2017 Silver Automotive

Karmarama

Client: Honda

Just Ride

Campaign overview

Honda entered 2017 determined to maintain their position as market leader; but a gap in their product cycle meant they'd have no new 'entry level' machines for first-time riders.

They needed something radical to stay ahead of the pack.

Strategy

Due to an unfortunate gap in Honda's product cycle, the UK's leading motorcycle brand entered 2017 with no new entry-level Motorcycles, popular with first-time riders, to promote.

Karmarama took themselves back to the principles of Soichiro Honda, the company's founder, who was known for getting out and seeing the problem first hand. This is the Japanese philosophy of 'Genba' (going to the place to learn) and that's exactly what they did; they became first time riders.

Experiencing learning to ride for themselves taught Karmarama that riding your first motorcycle is as daunting as it is exciting, and comes with an enormous amount of information.

They soon realised, if they could offer learners a quick and simple path through the confusion of learning to ride, they could lead them to a Honda School of Motorcycling, where they'd learn on a Honda.

Product quality and familiarity would do the rest.

Creativity

Karmarama created a tool called 'Just Ride'.

'Just Ride' calculates and presents the one motorcycle you can legally ride that's best matched to your taste. It also helpfully explains the next steps you need to take to pass your test, and shows where your nearest Honda School of Motorcycling is located.

In return for their email address, the programme offers all prospects the option to have their personal plan sent to them.

In return for location and contact data, Honda help thousands of prospective riders simply and quickly navigate the confusing minefield to create an 'always on' prospect pool of 'in market' riders for the brand.

Once Honda know a learner has passed their test, they contact them again; first to congratulate, then to offer them the best price and credit offer on a machine similar to the one they learned on, at their local Honda dealership.

Results

In a year of no new launches of entry level motorycles, Honda maintained their position as the market leader by capturing an additional 21,000 leads, which led to 573 sales at an ROI of £6.95.

All of which can be directly attributed to 'Just Ride'.

Team

Joseph Shaw (Bikes & PE Marketing Manager) Honda - Natalie Evans (Digital Content & Websites Manager) (Bikes & Power Equipment) Honda - Sam Perez (Business Lead) Karmarama - Julia Stolarczyk (Account Manager) Karmarama - Andrew Child (Client Partner) Karmarama - Lika Razac-Ince (Head of Digital Delivery) Karmarama - Ed Watts (Planner) Karmarama - John Comprido (Planning Director) Karmarama - David Killick (Planning Director) Karmarama - Paul Zeidler (Creative Director) Karmarama - Damian Gilbert (Delivery Partner) Karmarama - Sophie Presenti (Senior Product Strategist) Karmarama - Dan Train (Web Technical Lead) Karmarama - Stuart Boyd (Lead UX Designer) Karmarama