Honda Amaze Honda’s First Diesel Car in India

4th April,2013

Our journey

Business objective

&

Challenge

Our so

lutio

n

Results

CREATE AWARENESS

around the launch of

HONDA AMAZE, Honda’s

first diesel car in India

To gain the attention of

the people and have them

talk about Honda Amaze

WITHOUT ANY PAID MEDIA

INVESTMENT

Business objective

Challenge

Our Solution

We targeted the common

psychology of a prospective

car buyer for whom the

deciding factor is the

Mileage of the car.

‘What is the Mileage?’ they

ask, so lets make this the

talking point for Honda

Amaze and have them

create conversations

No paid

investment

What’s the

‘talking

point’?

Idea

While this was a complete

social campaign, involving

all the social platforms, the

challenge was to ensure

buzz with no paid

investment.

So we made Twitter our

main platform for ensuring

buzz, and test drives.

We initiated a Twitter

campaign a week before

the launch day on April 4,

talking about the mileage

and the diesel engine of

the car. The execution of

the campaign encompassed

conducting a question and

answer contest on Twitter

and gratifying the winners

with 25.8 litres worth of

diesel or cash vouchers

rounding up to the said

value.

Our formula

Target the

psychology of

the

customer

Make it the big

gratification

Which will

lead to

increased

conversations

Increased

conversations

will make it

TREND

TRENDS make

it the most

discussed

topic

• Our #HondaDiesel

trended

• 8467 tweets

• Reach 3.04 million people

• >5169 retweets

• 843 mentions

• >2000 followers added

• >100 testimonials

collected for Honda

Amaze

HONDA TWITTER HANDLE

• Honda Amaze trended too

Campaign shines

8,467 Tweets with #HondaDiesel

reaching out to 3.04 million

Becomes the most spoken about

campaign

Period: 1st November 2012 – 30th April 2013

1,946856 633 513

1,007

648619

612417

850431 767

896

502

809

798

852 1,027

1,073

633

1,161

1,120 1,200

8091,129

6,155

2,881 2,768

571478

Amaze Dzire Etios Indigo Manza

# o

f M

ess

ages

November December January February March April

430%

Honda Amaze buzz jumps by more than

400% compared to March chatter due to

it’s launch in Indian market

Buzz

Volume

Sentiment

Analysis

Sentiment Summary

Neutral

Sharing Launch news News stories & reviews being shared on social

media Discussions around potential competition to

other sedans in its segment

Positive

Appreciating the car and expressing interest to buy / book / test drive car

People liked launch campaign Amaze is brilliantly priced to provide tough

competition to Dzire

Negative

Honda’s diesel engine still needs to be a success story on road

People will ‘wait & watch’ until end user reviews don’t surface

Period: 1st April – 30th April 2013

Positive17%

Negative2%

Neutral81%

•Excitement around Amaze launch drives

positive sentiments across social media

•Significant rise in neutral messages due

to link sharing

Sentiment

Ratio

6,155

2,881 2,768

571 478

0

1000

2000

3000

4000

5000

6000

7000

HondaAmaze

Dzire Etios Indigo Manza

# o

f M

essa

ges Honda

Amaze47%

Dzire22%

Etios22%

Indigo5%

Manza4%

BUZZ

VS

COMPETITORS

Period: 1st November 2012 – 30th April 2013

Honda Amaze enjoys the highest share

(47%) in sedans. Combined buzz of Dzire

and Etios is not able beat Honda Amaze

A big Launch – trended on Twitter

>80K viewership of the webcast

Highest share (47%) of buzz in sedans.

More than the combined buzz of Dzire

and Etios

1.5 lac people joined Honda FB & Twitter

pages

Record breaking bookings on the first day >5,800.

>30K bookings so far

Honda Amaze tops all key features conversations

Final Notes

Thank You