Honda Pioneer: The Long Way
Industry Gold - Automotive, Channel Silver - Campaign Website, Craft Bronze - Excellence in Art Direction
Joseph Silk, Sharon Moynagh, Patrick Murphy, Susan Young
Gary O'Neil, Damien Smyth, Anna Becker, Jason Dawe, Alan Petrie
Sam Ramlu, Eugene Eastlake, Ben Markby
The side-by-side farm bike market is a relatively new category, developed in response to the shortcomings of ATV’s. The next generation Honda Pioneer 700 side-by-side is rugged, reliable, durable, flexible, extremely versatile, affordable, very safe and fun!
Honda were fifth of six leading brands in the burgeoning side-by-side market at the start of 2014 and had to turn this around to meet financial objectives. It wouldn’t be easy to sell a new class of vehicle when farmers were spread all over New Zealand and there were only four vehicles in the country.
The solution - save farmers from going to a dealer; have the dealer come to them. ‘The Long Way’ microsite was launched using Google Earth to create a personalised film showing the farmer’s local Honda dealer driving through extremes to deliver a Pioneer to them for a test-drive. On the site, they could view the Pioneer in action, take a 360° walk around the vehicle and request a test drive.
• First landing of stock completely pre-sold
• Every shipment since sold out before landing
• 236 backorders to date (and growing)
• Number two (32.5% market share) as of September, an 85% increase from January. Fill backorders and Honda would be NUMBER 1.
Local dealer reaction, “Congratulations! That portal is so cool, easy to use and great content…best thing Honda have done for ages…thank you.”