Honda DM CR-Z LAUNCH by Elvis Communications

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CR-Z LAUNCH

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Elvis Communications
Creative Director John Treacy
Art Director Ben Barnes
Copywriter Lindsey Debeer
Typographer Keith Moodie
Released June 2010

Credits & Description

Category: Flat Mailing
Advertiser: HONDA
Product/Service: CARS
Agency: ELVIS
Date of First Appearance: Jun 1 2010
Entrant Company: ELVIS, London, UNITED KINGDOM
Creative Director: John Treacy (Elvis)
Art Director: Ben Barnes (Elvis)
Copywriter: Lindsey Debeer (Elvis)
Typographer: Keith Moodie (Elvis)
Business Director: Matt Law (Elvis)
Account Director: Caroline McPherson (Elvis)
Media placement: Direct Mail, Flat Mailing - Dealership Collateral - 1st June 2010

Describe the brief/objective of the direct campaign.
The world’s first sports hybrid.
From Honda.
Briefs surely don’t get much better than this.
Or more complicated.

The CR-Z isn’t really a sports car, or a hybrid - or, at first glance, something you would expect from Honda. Our challenge was to create a piece of work that communicated its uniqueness of three modes (Sports, Economy and Normal), and that engaged a younger, edgier audience than usual. Through an innovative DM campaign, we needed to deliver this message while shaking the perception among the under 35s target audience that Honda is not a design orientated brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The strength of the CR-Z lies in the combination of three types of driving experience in one. Key to our approach was therefore to make our new target audience sit up and take notice by demonstrating this in a way they wouldn’t expect.

How did we dramatise a car with three modes? By creating a letter with three modes, of course.

We set our copywriter the task of creating three individual pieces of copy, each focusing on a different mode… that could be seamlessly woven together to give a sense of the complete car… and then separated out again.

Explain why the creative execution was relevant to the product or service.
The interactive nature of the DM encourages dwell time, increasing recall, and generating that all important talk-ability factor amongst an often apathetic audience.

To bring this concept to life, each piece of copy was printed on a piece of clear acetate, with a picture of the CR-Z. Overlaid, it reads as continuous prose but when spread apart it breaks down to highlight three very different stories. And what was thought to be a single image actually reveals itself to be three, exactly re-creating the RGB effect seen in the TV Spot.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Honda DM was originally created for 12 European countries, but it was so popular with universally positive feedback we rolled it out through another 29 countries globally and translated into 11 languages.

International market and dealership level data is unavailable as it was the dealerships' responsibility to decide on timings for the DM, so it is not possible to gather a single collected result for the piece. Holland recorded that the DM was used for over 500 test drives.