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HONDA

HONDA BIKES:
PERFECT RIDE.
PERFECT BIKE.

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HONDA

Honda BIkes:

Perfect rIDE.
Perfect Bike.

THE CHALLENGE.

With a market-leading 20% share, Honda wanted to engage new audiences – using three hero bikes that highlighted the breadth of its model line-up, while also positioning itself as the one-stop source for bike expertise and amazing experiences with budding or lapsed riders at justride.honda.co.uk.

OUR RESPONSE.

Bike content may feel a strange fit for traditionally four-wheel-focused Autocar and What Car? readers, but through in-depth audience insight we knew they over-index as bike fans. This would let Honda reach a new community they hadn’t spoken to before – but one that we knew would respond to great content.

We rooted our response in a simple story – a series of riding experiences that would chime with our readers’ passion for track days, off-road trailing and scenic road trips, and let us demonstrate each bike’s unique core USPs. We also recruited well-known bike presenter Matt Roberts to front the videos and interviewed renowned Honda biking legends Ron Haslam and Dave Thorpe to lend expert validity to our content.

RESULTS.

Our content smashed the KPIs for video views by 56% during the campaign period and continues to perform well organically (over 2.5x our initial target at last count).

It also ignited the desired response within our audience. Overall familiarity with Honda bikes increased by 60% and positivity increased by 35%, with consideration and recommendation both doubling.

All three Honda bikes experienced a significant up-tick in attribute perception, strongly in line with each bike’s target audience and brand values. Ultimately, 56% took some form of action – whether researching Honda bikes online or at their dealer, or talking with friends and family.