Because One Legend
The Hawaii Honda Dealers needed a campaign to keep the Honda name top-of-mind during their non-sales event periods. They also wanted an idea that would still resonate with the local Hawaii audience even if they weren’t currently in the market for a vehicle. How could we create a localized campaign that connects to our audience in a meaningful way that is authentic while also being educational?
We came up with the “Everyday Adventures” campaign, where local influencers take their favorite new Honda model for a test drive and share what features best fit their everyday lifestyles.
To successfully kick off the campaign, we brought in local living legend Henry Kapono as our first “adventurer”. We filmed and recorded television, radio, and social media spots around Henry taking the new Honda Pilot Touring for a drive. In addition to traditional advertising, we also created several digital advertising campaigns including geo-fencing, streaming media, OTT/CTV, and pre-roll video. To further increase our reach, we timed the campaign with Kapono’s win at the 2019 Na Hoku Hanohano Awards.
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