The brief in brief: Create Honda’s first cross-automotive-dealer maintenance program to drive Honda customer loyalty and allow, nationally, for dealer brand cohesion.
The strategy: Develop a robust, multi-channel campaign that includes digital advertising, radio, direct mail, point-of-sale, and mobile push notifications through geo-targeting. Launch with radio that repeats, and emphasizes, the newly created "Essentials" branded name.
The solution: The creation and promotion of a really simple but (unusually) useful branded maintenance package that delivers essential services without the typical up-sell, thus delivering on the Honda/owner relationship.
The result: A very happy client and very happy Honda dealers!