Category: Manufacturing
Case Study: Honda Motorsports
Problem
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The thrill of powersports vehicles was getting lost in messaging, causing a bumpy road to sales.
Shopping for any vehicle is a largely digital process these days, which posed a problem for Honda Powersports. Its in-dealership POS materials and brochures were disconnected from the digital marketing and shopping experiences, so the online spirit wasn’t matching the brand IRL. This disconnection contributed to inconsistent sales across models.
Human Insight
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Powersports shoppers are digital first but buyers are interested in more than specs and pretty pictures.
Customers are influenced by stories from other riders, YouTube and rider community forums. But, as part of the “scan economy,” our target also expected a hit of functional and entertaining content at a single glance, not a deep dive. To make the most impact, we needed to carry over the fun and function of our digital communication to our printed collateral, recognizing that brand, model and price decisions are made online, but reinforced when flipping through printed pieces.
Solution
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Rev up the fun and adrenaline of Honda Powersports, from digital to POS.
To carry the exciting, aspirational feel of the digital brand into printed materials, we created a strategic HX approach that revamped both the collateral and the in-dealer shopping experience. We focused on the energy and fun that people experience owning a Honda Powersports vehicle, and infused that into a totally unique style of printed collateral, putting tangible proof in our potential owners’ hands of what they might feel before they grasped the handlebars. From the tactile feel of the booklet covers, (one felt gritty, another tar-like and a third had a scratch-and-sniff pine scent!) to the bold, engaging headlines and details like CTAs and URLs, the design and writing were carefully crafted to deliver on the brand tone and benefits at every turn. And deliver they did, bringing home a prestigious Graphis international design award, and most importantly, putting Honda Powersports on track for some impressive sales gains.
