Honda Jazz The Fun Utility Vehicle

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Honda JazzThe Fun Utility Vehicle
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The Challenges

• Tough Sell Launch the All-new Honda Jazz at the
  2nd Philippine International Motorshow in August
  of 2008, a year beset by and economic downturn
• Wait For It After the launch, actual units would
  only be available 30 days after how do we
  encourage them to make reservations?
• Shoestring Budget The Honda Jazz launch campaign
  had to deliver results with a limited budget of
  approximately PHP 10 million (USD 207,000) for a
  5 month campaign. When the first Jazz launched in
  2004, it spent PHP 64 million (USD 1.24 million)
  for the first 6 months

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The Objectives

• To drive potential buyers to visit the debut of
  the all-new Honda Jazz at the 2nd Philippine
  International Motor Show from August 21 to 24,
  2008.
• To sell 1,000 Honda Jazz units for the first
  three months after the launch, a 100 increase
  compared to the launch of the previous model.

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The Consumer
EARLY ADOPTERS INFLUENCERS
EARLY/LATE MAJORITY PRACTICALS
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The Creative Handle
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Campaign Plan Maximize Power of Word-Of-Mouth

• Many brands go straight to mass media to create
  awareness, which leads to huge wastage of media
  budget

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Media StrategyReach Early Adopters via
Pre-Launch/Launch phase through WOM marketingUse
their WOM mass media at sustaining phase to
target the rest
Pre launch
Launch
Sustaining
Early Adopters Influencers
Early/Late Majority Practicals
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Word-Of-MouthConsumer Generated Media

• Spark conversations Give people something to
  talk about.
• Get the fans of the Honda Jazz to talk about the
  upcoming launch.
• Allow the consumer to make the brand his own.

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Consumer Generated Media
Attention
Interest
Share
Action
Search
Online Banner Ads
2nd PIMS
WEB
OOH
Forums Blogs
Print
Motor -cade
Word-Of-Mouth
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Banner ads in online auto and lifestyle forums
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Banner ads, Forum discussions and Activities for
GD UNITED (Honda Jazz Club
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Motorcade Jazz Loyals welcoming the All-New
Jazz
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Home Page
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Product Information
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Owning The Jazz The first call to action as you
land on the site is to create your own
Carvatar. This feature allows you to make your
own virtual Jazz and customize it any way you
want. Allowing users to have fun with the brand
through this feature kept it consistent with the
FUV positioning, but was also the first step of
the registration process. Share The Jazz - After
filling up the registration form and saving their
Carvatars, users could download versions of it to
add to their social networking profiles or as
desktop wallpapers. Promoting this on various
social networks generated additional
word-of-mouth that drove more traffic to the
site.
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Custom Invitation to 2nd PIMS
See The Jazz At the end of the entire
registration process, a personalized invitation
containing the users Carvatar as the main image
was e-mailed to them. Presenting the invitation
at the launch event would get them limited
edition Honda items. This last step helped close
the loop in bringing prospective buyers to the
Honda booth.
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Consumer Generated Media

• Throughout the campaign period, a lot of buzz
  was generated about the all new Honda Jazz.
• This buzz increased the visits to the website,
  and generated more interested leads.

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Consumer Generated Media promoting the Jazz Launch
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Consumer Generated Media promoting the Jazz Launch
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Consumer Generated Media promoting the Jazz Launch
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2nd Philippine International Motor Show
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Consumer Generated Media during the Jazz Launch
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Consumer Generated Media during the Jazz Launch
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Site Visitors
2nd PIMS
Banner ads, Teaser Print Ads, OOH
Post PIMS
Pre-PIMS
PIMS

• 34,995 unique visitors over the campaign period
  (vs. target of 10,000 based on CTR), with 75,346
  visits by campaign end the multiplier effect was
  attributed to the online word-of-mouth
• Over 200,000 website page views during the
  campaign period
• Approximately 72 of site visitors came from
  referring sites, showing the effectiveness of the
  banner placements, blog marketing and social
  network marketing
• Average time on site was over five minutes per
  user, showing that users were staying on the site
  going through the various pages. Top content were
  the product info page, the specifications page
  and the Carvatar page, showing user interest in
  both the product and interactive features of the
  site
• Top Sources of Awareness based on registration
  survey
• Online Banner Ads
• Word-Of-Mouth

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Results

• Resulted to more than 2,000 registered hot
  leads (potential buyers). More than 200
  registered website visitors attended the launch
  event of Honda Jazz at the 2nd Philippine
  International Motor Show.
• 160 achievement of target sales
• Clear brand association of Honda Jazz as the Fun
  Utility Vehicle among the target audience the
  top search keywords during the campaign were
  FUV and Fun Utility Vehicle
• The highest monthly hatchback sales throughout
  the entire Philippine automotive industry history.