Crayon have produced a Pan-European campaign to launch seven new and updated Honda Motorbikes.
Crayon have produced pan-European integrated campaigns and marketing materials for seven new and updated Honda products including a brand new scooter and the 20th anniversary edition of their bestselling superbike – CBR1000RR Fireblade.
Honda have developed a brand new 50cc entry level scooter, Vision 50, which is aimed at 14 to 18 year old first time riders across Europe. In order to engage this market and generate leads Crayon have created a Facebook game, a short film featuring popular UK rap artist Tinchy Stryder and a brand partnership with Italian fashion brand Gas incorporating in-store displays featuring the bike and feeding back to the Facebook game. The Vision 50 will be revealed to the world on 8th November at EICMA in Milan.
Also being unveiled at EICMA is the brand new motorcycling concept, Integra – a bike with the accessibility and comfort of a scooter but the capabilities and handling of a motorcycle. Crayon have helped to define a new target audience - the intelligent, confident, stylish yet pragmatic rider with film and print creative to bring this to life. This is being supported by a pan-European lead generation campaign with the opportunity to win an Integra.
Honda’s new Crosstourer is a grand touring motorcycle that can turn dreams of adventure into a reality. As a result of this, Crayon have created a smartphone app in conjunction with Twistyride.com and Mobikehotel.com helping riders map the best riding routes across Europe and find places to stay along the way. Furthermore, a prize draw to win a pan-European ‘Epic Tour’ with Crosstourer motorcycles is to be launched.
The Fireblade has 20 years of heritage and a legion of devotees thanks to its total control philosophy of all round high-performance. To tap into this reverence, Crayon are making a film featuring the new 20102 Fireblade at its world unveiling at Round 11 of the SBK World Superbike Championship at Imola plus interviews with Honda race team riders, team mechanics and designers.
Ian Armstrong, Head of European Marketing Communications, Honda Motor Europe: “Honda are launching an unprecedented number of new and updated motorcycles for 2012. Crayon’s campaigns really focus on who the rider is and how our bikes fit into their lives and aspirations. With our fantastic new models, we will generate real excitement at the Milan show and these campaigns capture that and set us apart from our competitors.”
Mark Khoo, Senior Account Director, Crayon: “Following our successful marketing activity for Honda at last year’s Milan show, we were thrilled to have been awarded the brief to develop such a canon of work for their 2012 line-up. The opportunity has afforded Crayon the ability to demonstrate our strength in delivering multi-channel integrated campaigns with a focus on both audience engagement and lead generation.”