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 Families My world Empty Nesters Savvy Influencers Kids, Journos Dealers Footfall User-Chooser Incentive?

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 26 th September

“ You know times are tough – they’ve taken away the Kettle Chips and the Innocent smoothies…”

Goldman Sachs banker, Guardian 26 th September

‘ Planet We’ to ‘Planet Me’

The Eco-nomic Balance ECO ECO-NOMICS

Social Mission On Brand Audience Appeal Cultural Relevance

WASTE NOTHING On Brand Audience Appeal Cultural Relevance

Waste Nothing with added Hondaness Germanic Joyful

Expressions “ Waste Nothing” Cost of ownership Technology Behaviour

Activation Families Communal Empty Nesters Best buys Influencers Kids: Science vs waste Journos: Lifestyle PR Dealers Biz programme Free Smart driving User-Chooser Shared savings

Waste Nothing Dial down ‘hybrid’ Make Diesel market our target Make smart sexy

Dial down ‘hybrid’

Make Diesel market our target

Make smart sexy

It’s all about a Social Mission WASTE NOTHING