The Africa Twin was a new halo product for Honda, a springboard to build love for the brand.
Adventure bike riders wanted a bike with the capability of creating their own adventure across any part of the globe. The market was saturated with bike brands offering this, using a formulaic ‘man on bike in extreme environment’ approach to their communications.
Honda’s engineering excellence gave the brand a competitive advantage. The Africa Twin was a great example of the engineering and innovation that goes into all of their motorcycles, Honda spending four years in the development of this motorcycle, refusing to release it for mass production until it was absolutely perfect.
Our strategy was to take all the values Honda used to make bikes and apply them to how we made product launch content – with innovation, high production standards, a test and learn mentality and a final stamp of approval in the form of #madebyhonda.
With Africa Twin, we wanted to build on the product’s concept of ‘True Adventure’ and ensure that the first experience people had of the bike offered a genuine sense of exploration and personal discovery, much like an actual Adventure Tour in real life.