Honda Film, Outdoor, Case study #hondanextdoor [case film] by Sid Lee Paris

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#hondanextdoor [case film]

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Industry Car Dealers, Cars
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market France
Agency Sid Lee Paris
Creative Director Sylvain Thirache
Art Director Ludovic Gontrand
Copywriter Gullit Baku
Production Miles
Director Geordy Montfils
Released January 2018


Lions Communication 2018
Outdoor Lions Ambient > Live Advertising & Events Silver Lion

Credits & Description

President: Sylvain Thirache
CEO: Johan Delpuech
Managing Director: Bruno Lee
Account Director: Fabien Buferne
Consultant: Camille Lefrère
Creative Director: Sylvain Thirache
Copywriter : Güllit Baku
Art Director: Ludovic Gontrand
Production Director : Thomas Laget
Producer: Aldric Menanteau
Production Studio: MILES
President: Eliott Brunet
Director: Geordy Montfils
Director of Production: César Décharme
Honda Motor Europe Vice President: Christophe Decultot
Department Manager - Car Division: Pierre Guignot
Marketing Manager: Steve Amsellem
Together, Honda and Sid Lee Paris have reinvented the car sales experience. In France, the global car manufacturer lacks dealerships so Honda had to find a unique way to promote and give consumers access to the new models of its landmark CR-V and HR-V SUVs. Cue Sid Lee Paris, who helped them create #HondaNextDoor, an operation that facilitated and strengthened the whole process for potential clients.
The operation began with the selection of brand ambassadors among owners of the current models - those who know everything there is to know about what it’s like owning and driving a CR-V or an HR-V, and those best equipped to act as a spokesperson. Ten brand ambassadors became designated dealers, and had their home garages converted into pop-up dealerships, right at the heart of French suburbia.
To kick off the 3-week long #HondaNextDoor operation, the brand and Sid Lee Paris launched a press, web, social media and television campaign to invite customers to sign up online for test drives directly at the pop-up dealerships. A film, featuring the brand’s number one fan, Jean-Baptiste, hit air waves in late September and promotion continued on Honda’s social media networks throughout the operation with new content gathered from experiences at each of the suburban dealerships.
The campaign reached over 1 million people, generating thousands of leads, and over 3 weekends, over 1,000 people signed up to visit dealerships to learn more about what it means to be a Honda owner. The concept of #HondaNextDoor was so successful that it will continue in other European countries, starting soon in Belgium.