Honda – Hawaii

THE OPPORTUNITY

In a cluttered media landscape, it was necessary to develop a campaign that cuts through and speaks directly to the residents of Hawaii and informs them about the offerings of their local Honda dealer. We need to establish in audiences’ minds that their local Honda dealer location is the ideal place for their current and future automotive needs – whether that is sales, or genuine Honda parts and service performed by factory trained technicians.

THE INSIGHT

Hawaiians have a deep love of every part of nature that makes their state so beautiful, often referred to as “Mauka to Makai,” meaning “from the top of the mountains, down to the valley and into the sea.” The beauty of the environment, coupled with strong Hawaiian pride and traditions, is what fuels a relaxed attitude and respect for nature among residents. A general lifestyle emphasizing engaging in fitness and wellness activities outdoors is critical to the pulse of day-to-day life in Hawaii.

THE SOLUTION

To connect with the Hawaii ethos, we developed a campaign establishing Honda as “Your Perfect Island Ride.” We selected a brand ambassador, Henry Kapono, a Grammy-nominated musician and one of the few surviving native Hawaiians left on the planet. We frequently capture hyper-local content that locals recognize as real locations and weave Hawaiian words into the copy of the TV and digital videos. The result has been an overwhelmingly positive response causing massive brand equity in the market.

Honda – Hawaii

THE OPPORTUNITY

THE INSIGHT

THE SOLUTION

CASE STUDIES

Locations