Honda

2021

With the pandemic and inflation...Gen Z and even Millennials are struggling to find their footing in life.

How does one even afford to live in Toronto? In this economy?!

Dating? Tinder and social media ruined that years ago...

With more and more of us living back in our parents basements, we want to help give back a little slice of life with the independence and the confidence that comes with owning a vehicle.

Experiential Element

Drive-In Test Drive Date Night

A unique test drive experience like no other.

From a parking lot in downtown Toronto, our target rents a new Honda vehicle and given tickets to a drive-in movie experience set up in a parking lot farther away.

For the fully branded set up drive in, we could partner with a Canadian film studio like Lionsgate and set up at Ontario Place or with Netflix near their Toronto offices at Polson Pier, for a sneak peek screening of a highly anticipated film ahead of its wide release.

Branded snack trucks provide popcorn, food and candy for a complete VIP experience.

On top of creating a unique experience to leave a lasting impression on our target, they’ll also have the opportunity to drive there and back for a full test drive of a new Honda vehicle tying it all back to the brand.

Considerations:

You must be at least 21 to rent a car in Canada.

No alcohol.

All participants must register with full names and addresses.

All vehicles to be registered and have geotags.

Challenge:

In 2021, not only does Honda Motor Company need to stand out in a crowded global automotive market, but there's a unique opportunity to convince an entirely new generation of potential drivers that owning their own vehicle makes the best sense for their lifestyle. We can convince them that Honda is their best option.

Target:

Millennials and Gen Z, prioritizing access over ownership due to financial reasons and convenience, utilizing rideshare apps or short-term rental services.

Insights:

A significant number of millennials attending school or working from home now, a vehicle has become a useful tool for them as they have relocated from urban city centres to their parents' homes in the suburbs.

Big Idea:

Honda, the car to help find your footing.

Collaborators:

Art Director/Strategist - Madison Rogers

Art Director - Makonnen Kenya