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 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

  1. 1. IPA Fast Strategy - a response to Honda in 3 hours An IPA Fast Strategy presentation October 2008
  2. 2. Sell 10k cars in 2009
  3. 3. 9,551 Hybrid cars YTD
  4. 4. 119,000 diesel C-Class cars sold 188,000 Petrol C-Class cars sold
  5. 5. HYBRID THE CAR “ They’re all smug” “ Don’t understand It” “ Don’t believe it” “ Expensive…”
  6. 6. What do we want to do Position the Honda Insight for a mainstream audience, going beyond the Hybrid world
  7. 7. Target Audiences Families My world Empty Nesters Savvy Influencers Kids, Journos Dealers Footfall User-Chooser Incentive?
  8. 8. It’s all gone Pete Tong
  9. 9. <ul><li>“ You know times are tough – they’ve taken away the Kettle Chips and the Innocent smoothies…” </li></ul><ul><li>Goldman Sachs banker, Guardian 26 th September </li></ul>
  10. 11. ‘ Planet We’ to ‘Planet Me’
  11. 12. The Eco-nomic Balance ECO ECO-NOMICS
  12. 13. Social Mission On Brand Audience Appeal Cultural Relevance
  13. 14. WASTE NOTHING On Brand Audience Appeal Cultural Relevance
  14. 15. Waste Nothing with added Hondaness Germanic Joyful
  15. 16. Expressions “ Waste Nothing” Cost of ownership Technology Behaviour
  16. 17. 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
  17. 18. Waste Nothing <ul><li>Dial down ‘hybrid’ </li></ul><ul><li>Make Diesel market our target </li></ul><ul><li>Make smart sexy </li></ul>
  18. 19. It’s all about a Social Mission WASTE NOTHING

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