Honda promotes new motorcycle with digital push

Honda has unveiled a pan-European online campaign to promote its latest motorcycle model, the VFR1200F Dual Clutch Transmission.

The marque has launched a microsite, which will be supported by a viral campaign at the end of June. Activity has been created by Crayon.

The campaign aims to target experienced and affluent riders.

Harry Cooklin, manager of brand communications at Honda Motor Europe, says: “The VFR1200F Dual Clutch Transmission model has brought next generation motorcycling to the here and now and has given riders a new dimension in riding exhilaration. After the success of the VRF1200F online launch in October we’re confident that the updated digital creative will have a high impact.”

Mark Khoo, senior account director, Crayon, adds: “Offering high performance sports riding like no other, the new variant VFR deserves an impressive campaign to match. So we’ve taken the pan-European communications direction we originally designed for VFR and evolved this with dramatic effect.”

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I am honoured to have sparked such a vibrant and open debate within the pages of Marketing Week on the merits of repositioning and rebranding. But let¹s be careful with our terminology ­ the two concepts mean very different things. In a rebrand the company changes both the identity and positioning of the brand ­ for example BP, Yodel or Consignia. In repositioning the identity stays the same, but the marketer tries to change the things that the consumer associates with the brand ­ for example Bernard Matthews or HMV.

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