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IPA Fast Strategy - Honda
 

IPA Fast Strategy - Honda

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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 ...

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?

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IPA Fast Strategy - Honda IPA Fast Strategy - Honda Presentation 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 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
  •  
  • ‘ 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
  • It’s all about a Social Mission WASTE NOTHING