Honda revolutionises the test drive

A Hicklin Slade and Partners product story

Edited by the Marketingservicestalk editorial team Jul 3, 2008

Relationship marketing agency HSandP has produced a campaign for long-standing client Honda designed to entice couples, families, company car buyers and first-time buyers to experience Honda cars.

The campaign will incorporate online and offline direct marketing activity and culminate in a series of premium weekend events across the UK where up to 700 prospects will be encouraged to 'Feel Honda for the day'.

HSandP has created the 'Honda Summer Drive Day' programme to invite a selection of existing prospects to a series of weekend events at beautiful country house locations including The Four Seasons in Hook, Hampshire, and Slayley Hall, Newcastle.

Initial communications will be sent out via direct mail and email (using rural, relaxing imagery that reflects the pace and tone of the events) and the test drive events will commence in July.

HSandP has devised a complete Honda brand experience that will allow the decision maker to test drive up to three Honda cars of his or her choice while the rest of the family enjoy 'Surprise and Delight' elements, including spa treatments, golf lessons and a F1 simulator.

HSandP most recently worked with Honda on its 'Difficult Is Worth Doing' Accord launch campaign.

Here, HSandP helped to launch a new lead generation campaign and text response WAP Portal for Honda which targeted new D-sector car prospects and highlighted Honda's latest executive model.

Mark Khoo, Senior Account Director at HSandP, said: "People's weekend time is precious and this is especially the case with families, so in addition to offering exciting cars to drive like the new Accord at the drive day events this summer, we wanted to offer attendees a memorable weekend and a lasting impression of Honda's passion to deliver a premium ownership experience".

Lee Anne Crossley, Relationship Marketing Manager at Honda, said: "HSandP are constantly looking for new ways to deliver the Honda brand experience to help generate sales.

"Females, user-choosers and first-time new car buyers represent a big incremental growth opportunity but have historically been more difficult to attract to dealerships.

"We were therefore attracted to the premise of these premium weekend events that enable prospects to get so much closer to our brand and range of products in a relaxing environment".