Ahead of the New Year, Honda asked us to get the nation talking about the updated version of the iconic Civic, encouraging people to “see where different takes you” (the ATL tagline).
Our strategy – get people to approach the New Year with a positive frame of mind, break the monotony of their daily lives and take a new, unexpected route for 2019 - the Honda route.
To do this, we launched the ‘Life MOT’, partnering with celeb life coach Sloan Sheridan-Williams to offer 1-1 lifecoaching sessions across the UK. The twist – the sessions were held in Honda dealerships and open to those who signed up to test drive a Civic. The story was backed up with nationwide research highlighting the roadblocks that people face when it comes to fulfilling their resolutions.
As well as achieving National coverage in the Daily Express, Daily Mirror (X2) and the Daily Star, we secured 1-1’s with Sloan with the likes of Vogue and GQ, and hit several women’s lifestyle media whilst driving footfall into dealerships– a major focus for this campaign.