Affiliate marketing - Honda

Honda Cars (UK)

Affiliate marketing to generate hot prospects

  • Targeted email and direct mail conversion pieces
  • 3% response leading to 144 test drives

Insights

Honda asked us how they could generate excitement, interest and test drives for the launch of their highly anticipated hybrid sports coupé, the CR-Z. The CR-Z is a sporty coupé with a difference – with hybrid technology and a three mode driving system, it’s a world first. We decided to take the pan-European communications direction designed for CR-Z and evolve this with dramatic effect to drive response from consumers.

Ideas

We used targeted affiliate marketing to generate rich prospects prior to the launch, recognising the consumers that raised a hand early on, by offering them front of queue opportunities to test drive. A stylish and innovative follow up communication was designed to promote the CR-Z as a first of its kind and exemplify the car’s three driving modes via bubble wrap buttons that popped to reveal their contents. Personalised direct mail, with pre and post launch emails, were specifically tailored to a younger, urban audience to drive them to seek out more information on the car, and book a test drive.

Measurement

The target was 13k rich leads and to date we have had 22k, with 14k completely new to the Honda database. Our follow up communications were cherry picked to target the 5,000 hottest prospects, generating over 150 calls to a dedicated information line, and 144 test drives. It’s been Honda’s most successful launch to date, and the rich data generated provides Honda with the ability to communicate with the right prospects, at the right time, with the right messaging.