CLIENT
Honda
Sandra Kirwan, Digital Experience Manager
Michael Tjeuw, Senior CRM Analyst
AGENCY
James Duthie, Senior Digital Strategist
Afshin Saffari, Senior Account Director
Senior Data Analyst, Yusuke Tsutsui
Ken Chen, Senior Developer
Luke Torney, Technical Director
Charles Crang, Senior Digital Producer
Moe Hammoud, Front End Developer
Zenith
SUMMARY
The CR-V pioneered the medium SUV market. But despite its legendary legacy, it had fallen to 8th in market by 2016.
The launch of the all-new CR-V was tasked with returning the model to its former glory and doubling its market share.
No small task by any standard, let alone factoring in a media budget around half of the competition. Our only option
was to outsmart, not outspend, the competition. To achieve this, we created a new model for measuring purchase
propensity and designed a personalised communications program to increase product consideration. The end result -
a 40% uplift in dealership footfall, a market share outcome 16% above target and a 721% campaign ROI.
