ipa fast strategy - honda
DESCRIPTION
The IPA ran a Fast Strategy day - teams were given a brief by Honda. This was our (winning) response. Essentially the brief was to give them a launch strategy for a new Honda Hybrid that is launching in 2009. It will be about £5k less then Prius. That's it. That's the brief. What would you do?TRANSCRIPT
IPA Fast Strategy - a response to Honda in 3
hours
An IPA Fast Strategy presentation
October 2008
Sell 10k cars in 2009
9,551 Hybrid cars YTD
119,000 diesel C-Class cars sold
188,000 Petrol C-Class cars sold
HYBRID
THE
CAR
“They’re all smug”
“Don’t understand It”
“Don’t believe it”
“Expensive…”
What do we want to do
Position the Honda Insight for a mainstream audience, going
beyond the Hybrid world
Target Audiences
FamiliesMy world
Empty NestersSavvy
InfluencersKids, Journos
DealersFootfall
User-ChooserIncentive?
It’s all gone Pete Tong
“You know times are tough – they’ve taken away the Kettle Chips and the
Innocent smoothies…”
Goldman Sachs banker, Guardian 26th September
‘Planet We’ to ‘Planet Me’
The Eco-nomic Balance
ECO
ECO-NOMICS
Social Mission
On Brand
Audience Appeal
Cultural Relevance
WASTENOTHING
On Brand
Audience Appeal
Cultural Relevance
Waste Nothing with added Hondaness
Germanic Joyful
Expressions
“Waste Nothing”
Cost of ownership
Technology
Behaviour
Activation
FamiliesCommunal
Empty NestersBest buys
InfluencersKids: Science vs wasteJournos: Lifestyle PR
DealersBiz programme
Free Smart driving
User-ChooserShared savings
Waste Nothing
1.Dial down ‘hybrid’
2.Make Diesel market our target
3.Make smart sexy
It’s all about a Social Mission
WASTE NOTHING