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Honda
Happy Honda Days Sales Event

RAN IN: United States

CLIENT
American Honda Motor Co.

Ernie Kelsey, Manager, Honda Regional Marketing
Susie Rossick, Asst. VP, Regional Media and Marketing

AGENCY
RPA *Lead Agency

Brett Bender, Senior VP, Management Account Director
Fern McCaffrey, Senior VP, Group Account Director
Joe Baratelli, Executive VP, Chief Creative Officer
Todd Gray, VP, Strategic Planning Director
Jason Sperling, Senior VP, Executive Creative Director
Chris Bradford, Senior Copywriter
Alicia Dotter Marder, Creative Director
Fran Wall, Senior Producer


Starcom


SUMMARY

Sales events are not the most glamorous part of car advertising. But when you have a short time to meet sales objectives they are necessary. Happy Honda Days tapped into the holiday emotion of receiving toys as a kid in order to overcome lower ad spending and less attractive consumer incentives. The result was a boost in year-over year sales rate from 1% to 2.25% and a meeting of annual sales objectives.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Consumer Involvement/User Generated, Mobile/Tablet, PR, Retail Experience, Social Media, TV, Other (Point of purchase and dealer-provided social media posts)

Audience: Other

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Local, Regional, National

Language: English