Challenge
Honda’s 10th generation Bold New Civic was scheduled for launch in July, a month of traditionally low car sales following the end of financial year sale period in June. Without any models available for test drive until July, we had to find a way to convince car buyers to hold off their purchase during end of financial year by bringing the Bold New Civic to life in other ways.
Insight
The traditional car buying path to purchase has been disrupted in recent years, with the average number of dealership visits per consumer falling. The increase in car comparison websites, blogs and vlogs has empowered consumers, enabling much of the research and decision making process to be completed online.
We deployed a range of digital tactics to allow consumers to experience the Bold New Civic online and drive pre-orders before the July launch.
