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Honda NZ’s hybrid love story takes off with Thompson Spencer
Following their official appointment late last year, full-service agency Thompson Spencer wasted no time in seeing the rubber meet the road for Honda New Zealand.
With a campaign encompassing loved-up robots, relatable lifestyle content and authentic influencer experiences, Honda’s hybrid range has come to life in all-new ways.
Winning the hearts
Thompson Spencer’s in-house production team started with an animated story that follows two robots, Kenji and Ellie, whose union symbolises Honda’s marriage of petrol and electric power.
Building on the robot love story, the next stage of the campaign introduced a human touch with its “Lovable Honda Moments” series, which exceeded audience reach targets and won even more hearts.
Running in support – but actually taking social centre stage – an influencer series demonstrated the efficiency and reliability of Honda vehicles in real-life conditions as they were taken on road trips around Aotearoa.
Honda Moments for the win
Social media influencers, Mike and Joelle, amassed over 1M views with one TikTok video alone. They also attracted comments from their audience who were keen to share their own ‘Honda Moments.’
The campaign has been running across TV, social media, cinema and out of home and the positive reactions show Honda’s appeal to a new batch of hybrid-curious drivers.
A particular campaign-favourite for all involved is the custom-painted mural of Kenji and Ellie’s proposal moment on Auckland’s Khyber Pass.
Hitting all the right notes
Thompson Spencer says the campaign’s momentum has been further nurtured in digital spaces by its community management team – a testament that it has been hitting all the right notes.
“Seeing this campaign come to life, with every touchpoint making maximum impact, has been remarkable” says Melanie Spencer, Thompson Spencer’s Co-CEO and Co-Founder.
“Honda’s hybrid technology is a game-changer, and we’re just getting started in how we showcase that in fresh, emotive and distinctly Kiwi ways.”
Honda NZ’s general manager for sales Matthew Fong adds, “We have thoroughly enjoyed this journey with Thompson Spencer. We appreciate their process-driven approach and enthusiasm they brought”.
