The campaign for the VFR1200F road sports bike will run in 13 countries throughout Europe and will include email activity, affiliate marketing and social media.
Honda is targeting experienced and affluent motorcyclists, and says the new bike is a “breathtaking mix of real-world usability and rider friendly performance”.
This is the first time the bike maker has used a solely digital campaign to launch a new bike.
Ahead of the campaign, Honda created a pre-launch website with a countdown time to the launch of the bike combined with an email and CRM campaign and a prize draw to “create hype and interest.”
The digital campaign has been created by digital agency Crayon.
Harry Cooklin, manager of brand communications at Honda Motor Europe says: “For the first time we’ve used digital channels to launch a new motorcycle, our flagship VFR1200F. With the campaign running across Europe, Crayon has produced a multi-language site, no mean feat in limited time. With such good figures on our pre-launch site I am looking forward to seeing how well this campaign performs”.