Submitted by: Print Power 19/07/2016
The Honda Insight, first launched in the UK in spring 2009, is the most important hybrid car in the history of the company. The local media campaign for the Insight ran across a three month period and credibly associated Honda with a volunteering charity – Do It – providing people a chance to volunteer locally via an integrated mix of local newspapers and their websites.
Honda ran an integrated mix of local newspaper and online activity across their dealer network.
Critically, this linked local communities to the charity organisation ‘Do It’ which provides opportunities for people to sign up for local volunteering opportunities. The campaign featured editorial across 3 waves in over 150 key local newspapers, with individually tailored url placed under each ad.
Via local newspapers engagement, Honda Insight could be seen to be credibly getting involved in community-based environmental projects which would, in turn, build their credentials as an innovative hybrid manufacturer with genuine concern for the environment.
• Major shift in perception of the Honda Insight calculated pre- and post-campaign exposure:
• Regional media websites generated 70,000 Do-it searches