HONDA HR-V | NOT THE SAME

PROVING HOW VERSATILE THE HR-V IS BY SHOWING HOW UNIQUE THE PEOPLE ARE WHO DRIVE IT ARE

INTEGRATED CAMPAIGN | SOCIAL CONTENT | CX

Campaign Case Study

With the launch of the new HR-V, Honda saw a huge growth opportunity with females under 40. But these women were hating the generic approach adopted by most car brands. You know, the 20-somethings in the prime of their lives, driving through city laneways listening to music or sipping lattes. People aren’t one thing, so why do car brands treat them that way?

So, we created We’re not the Same. One actor playing eight different roles, based on eight very different real-life stories, in a tongue-in-cheek play on those “interchangeable 20-something females” typically depicted in the small SUV category.

wE’RE NOT THE SAME CONTENT SERIES

We gathered hundreds of real stories from real Australians and created a content series highlighting how versatile the new Honda HR-V was. Some funny, some unglamorous and some downright weird.

Featured

Sally - The Fashionably Late

Nick - The (Very) Casual Cyclist

Ryan - The Lazy Bones

Amara - The Rubbish Lover

Lydia - The Professional Napper

Raph - Off-Grid Addict

Emma - The Hide-and-Seeker

Freya - Burger Queen

CONSUMER EXPERIENCE JOURNEY

Connecting with a female audience in a category that usually lumps them all together and treats them the same requires a different approach to the usual car buying journey. We listened, planned and then engaged them with relevant content and information. Our eight stories became the basis for a sophisticated content journey that matched individuals’ interests with relevant HR-V features.