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Honda CR-V Hybrid Feel The Difference

Challenge

Raise awareness of the Honda CR-V Hybrid – a new, more fuel-efficient addition to the model line-up of one of the UK’s most popular SUVs – and reposition Honda as a leader when it comes to hybrid technology.

 

Challenge

Raise awareness of the Honda CR-V Hybrid – a new, more fuel-efficient addition to the model line-up of one of the UK’s most popular SUVs – and reposition Honda as a leader when it comes to hybrid technology.

 

Idea

Although electric cars grab the headlines, hybrids offer an easy alternative for people to start improving their fuel-efficiency and make the first step towards electrification. That’s especially true for mild hybrids – like the Honda CR-V Hybrid – that don’t require the charging logistics of plug-in hybrids.

For an audience of less tech-savvy drivers, we knew getting bogged down with an in-depth dive into Honda’s hybrid tech was the wrong approach. Instead, our story needed to focus on peer-to-peer recommendation – using real readers to experience how easy and hassle-free the Honda CR-V Hybrid is to drive.

We knew the Honda CR-V Hybrid delivered all the comfort, space and features you expect, but would our readers appreciate how much smoother, quieter and more fuel-efficient it was, without changing the way they drive. Could our readers ‘Feel The Difference’?

That’s why we invited a group of Autocar and What Car? readers – focused on existing Honda CR-V drivers and hybrid intenders – to a special VIP event where they could sample the car and give us their impressions.

 

Idea

Although electric cars grab the headlines, hybrids offer an easy alternative for people to start improving their fuel-efficiency and make the first step towards electrification. That’s especially true for mild hybrids – like the Honda CR-V Hybrid – that don’t require the charging logistics of plug-in hybrids.

For an audience of less tech-savvy drivers, we knew getting bogged down with an in-depth dive into Honda’s hybrid tech was the wrong approach. Instead, our story needed to focus on peer-to-peer recommendation – using real readers to experience how easy and hassle-free the Honda CR-V Hybrid is to drive.

We knew the Honda CR-V Hybrid delivered all the comfort, space and features you expect, but would our readers appreciate how much smoother, quieter and more fuel-efficient it was, without changing the way they drive. Could our readers ‘Feel The Difference’?

That’s why we invited a group of Autocar and What Car? readers – focused on existing Honda CR-V drivers and hybrid intenders – to a special VIP event where they could sample the car and give us their impressions.

 

Honda CR-V Hybrid: Feel The Difference

The innovative new Honda CR-V Hybrid blends petrol and electric power to improve your fuel efficiency and lower your emissions, without changing the way you drive.

It’s smoother, quieter and easier to use than other hybrids, while retaining all of the sporty performance, interior comfort and practical luggage space you’d expect from a CR-V. We gave it to some Autocar and What Car? readers to see if they can really feel the difference.

Results

Our Honda CR-V Hybrid campaign really resonated with our audience, delivering 29,000 video views and 15,000 native story views with an impressive dwell time averaging 4m17s – proving that our readers engaged with the content and wanted to learn more.

In post-campaign analysis, awareness of the Honda CR-V Hybrid increased by 56%, with large uplifts in positivity, familiarity, consideration and recommendation. Nearly half of our surveyed readers took some form of action after seeing the campaign.

Perception of Honda as a leader in hybrid technology also increased by 62%.

Results

Our Honda CR-V Hybrid campaign really resonated with our audience, delivering 29,000 video views and 15,000 native story views with an impressive dwell time averaging 4m17s – proving that our readers engaged with the content and wanted to learn more.

In post-campaign analysis, awareness of the Honda CR-V Hybrid increased by 56%, with large uplifts in positivity, familiarity, consideration and recommendation. Nearly half of our surveyed readers took some form of action after seeing the campaign.

Perception of Honda as a leader in hybrid technology also increased by 62%.

Output

2x long-form videos
2x short-form cutdowns
2x promoted native stories
8x rich-media ads
4x social posts
2x newsletter posts

Output

2x long-form videos
2x short-form cutdowns
2x promoted native stories
8x rich-media ads
4x social posts
2x newsletter posts

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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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