The CR-Z work has been created by relationship marketing agency HS&P and targets ambitious and affluent individuals.
The online campaign includes social media elements and launches today (11 March) and will be accompanied by a series of direct mail and email communications.
Running alongside the above line advertising, the campaign aims to generate leads for Honda’s ongoing prospect relationship programme and create buzz and WOM surrounding the CR-Z ahead of its launch in June.
The CR-Z is a coupé sport hybrid – the first of its kind that challenges the conventional use of hybrid technology.
Lee-Anne Crossley, marketing communications manager Honda, says: “Even in a challenging market, there are going to be customers who seek fun, excitingly designed cars – especially if they also offer an affordable ownership experience. With its striking design and advanced technology, The Honda CR-Z is a very likely candidate for ambitious and successful individuals; this affiliate campaign will seek out these individuals and entice them”.
Mark Khoo, senior account director, HS&P, adds: “Using affiliate marketing in this way has given us a proven return for product launches across Europe in the last 12 months. The same can be said for this UK campaign for a new and unique ‘halo’ product which will provide the base for Honda UK and its dealers to build their on-going RM programmes for this car and the rest of the range all year round.”
Honda recently promoted its UK marketing director and customer communications manager to oversee European operations and is searching for new recruits internally.