Source: Adweek
Honda doesn’t have many dealerships in France, and when they asked their agency Sid Lee in Paris to help with sales of its newest CR-V and HR-V SUV models, they reached out to the brand’s biggest fans and asked for help.
The underlying idea is that fans make the best salespeople, so the brand equipped them with all kinds of brand gear, effectively turning their garages into dealerships.
The #HondaNextDoor campaign lasted three weeks, and kicked off with a selection of brand ambassadors from among owners of its current models—people who already know how it feels to drive a CR-V or HR-V, meaning they’re probably even better equipped than your typical salesman to punt these models. Ten people were selected in all, and their garages were converted into pop-up dealerships throughout French suburbia.
The work was reinforced with social media and a TV campaign, featuring No. 1 brand fan Jean-Baptiste, inviting customers to register for test drives at local pop-ups. One million people were reached, generating thousands of leads over three weekends—and over 1,000 people apparently signed up to visit the refurbished garages.
Following its success in the French market, #HondaNextDoor will imminently roll out in other European countries, beginning with Belgium.
