JUST RIGHT HR-V LAUNCH
Introduce consumers to the all-new HR-V crossover, differentiating it from the Honda CR-V and competitive makes as “just right” for respective buyers.
Developed a national tour targeting prospects at super-regional malls and consumer events. Deployed a team disguised as “Goldilocks and the Three Bears” to position the HR-V as not too big, not too small, it’s just right. Walk-arounds, test drives and publicity stunts were all part of the activation.
The HR-V garnered thousands of hits via social media and over-delivered on Honda’s test drive goal by 106%, generating over 4,500 test drives in just 10 weeks!