The new campaign created with Leo Burnett Melbourne and Zenith goes one step further, giving a sneak peek into those different lives
The HR-V with its magic seats has been touted for years as the versatile SUV that easily transforms to suit different lifestyles.
The campaign sees one actor take on eight different roles based on eight different real-life stories. Each is brought to life by young female actor, Krew Boylan, in a tongue in cheek play on the 'interchangeable 20-something' women often depicted in the small SUV category. The actor and the HR-V may stay the same, but each spot is completely different, with Boylan transforming into a new and interesting persona every time.
The move came after initial insights from customers showed a craving for something that reflected them more authentically and differed from the generic 20-somethings in the prime of their lives, driving through city streets listening to music or sipping lattes.
It is an evolution of the 2017 brand campaign and purpose 'You are at the centre of everything we do'.
Says Scott McGregor, general manager, customer and communications, Honda: "We were determined to demonstrate the human, personal side of car ownership and set ourselves apart in the category. This launch showcases how the HR-V stands out as different, by fitting into your unique life."
To create the campaign, hundreds of real stories were gathered from Honda drivers across Australia. Some funny, some downright weird (who knew so many people proof bread in their car?). Some of the best, including hoarders of hard rubbish, mid-afternoon snoozers and ingenious dog owners were among those chosen to be immortalised.
Says Jason Williams, CCO, Leo Burnett: "We wanted to tap into real-life, relatable stories about how people use their cars. The sometimes unglamorous, insightful, funny moments. We knew that if we could bring them to life in an engaging way, we could make Honda feel more relatable and more human."
'As different as the people who drive it' defined the entire strategic approach of the HR-V through to media, with the eight stories becoming the basis for a sophisticated content journey that matched individuals' interests with relevant HR-V features. Smart utilisation of a comprehensive campaign ecosystem including TV, social and digital drives 50+ permutations of the campaign. Through deep research and data collection, a potent and highly targeted media program was then formed with Honda's media partner Zenith. A continuous Test & Optimisation strategy will constantly iterate and shape the program ongoing.