Honda Perfect Ride, Perfect Bike
Challenge
Challenge
Idea
Our idea was rooted in a simple story – riding experiences that would chime with our readers’ passion for track days, off-roading and scenic road trips, letting us demonstrate and differentiate each bike’s core USPs.
We also recruited well-known bike presenter Matt Roberts, and interviewed Honda biking legends Ron Haslam and Dave Thorpe, to lend expert validity to our content.
Idea
Our idea was rooted in a simple story – riding experiences that would chime with our readers’ passion for track days, off-roading and scenic road trips, letting us demonstrate and differentiate each bike’s core USPs.
We also recruited well-known bike presenter Matt Roberts, and interviewed Honda biking legends Ron Haslam and Dave Thorpe, to lend expert validity to our content.
Honda CBR650R: Born On The Track
We wanted to find out what it was like to ride so we handed it to Isle of Man TT and Superbike presenter Matt Roberts. And where better to try it out than Donington Park? It’s a circuit on which Honda has experienced countless MotoGP and Superbike wins, and which now plays host to the Ron Haslam Race School – the academy run by renowned bike racing legend Ron Haslam, where riders of all experience and abilities can test their skills.
Honda CB650R: Performance meets style
It’s the perfect bike for riders looking for both city-friendly urban commuting style and road-honed performance that is perfect for long weekend blasts. We wanted to give it a real workout, so we handed the keys to Isle of Man TT and Superbike presenter Matt Roberts and let him loose on the stunning roads of Exmoor.
Honda CB500X: Ready For The Rough Stuff
We wanted to find out just how capable the new CB500X is, both on-road and off. So, we gave the keys to Isle of Man TT and Superbike presenter Matt Roberts and invited him to the wonderful roads of Exmoor and the off-road trails of the Honda Adventure Centre run by three-times world motocross champion Dave Thorpe.
Results
It also ignited the desired response within our audience. Overall familiarity with Honda bikes increased by 60% and positivity increased by 35%, with consideration and recommendation both doubling.
All three Honda bikes also experienced significant up-ticks in attribute perception, well in line with each bike’s target audience and brand values.
Ultimately, 56% of readers took some form of action – whether researching Honda online or at a dealer, or talking with friends and family.
Results
It also ignited the desired response within our audience. Overall familiarity with Honda bikes increased by 60% and positivity increased by 35%, with consideration and recommendation both doubling.
All three Honda bikes also experienced significant up-ticks in attribute perception, well in line with each bike’s target audience and brand values.
Ultimately, 56% of readers took some form of action – whether researching Honda online or at a dealer, or talking with friends and family.
Output
3x long-form videos
3x short-form cut-downs
3x promoted native stories
6x rich-media ads
6x standard display ads
6x social posts
6x newsletter posts
1x Facebook Canvas
Output
3x long-form videos
3x short-form cut-downs
3x promoted native stories
6x rich-media ads
6x standard display ads
6x social posts
6x newsletter posts
1x Facebook Canvas
Related work
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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.
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