Creativity

Honda Turns Owners' Garages Into Pop-Up Dealerships in France

Campaign Turned Loyal Fans of the Brand Into Ambassadors

By Alexandra Jardine. Published on Oct 30, 2017

Editor's Pick

In France, Honda recently came up with a creative way of addressing a problem: lack of dealerships in that market. A campaign by Sid Lee Paris identified loyal Honda owners and turned their garages into pop-up dealerships in French suburbia to promote its CR-V and HR-V SUVs.

The three-week long #HondaNextDoor project launched in September via a press, web, social media and TV campaign to invite customers to sign up online for test drives directly at the pop-up dealerships. After an initial film featuring a loyal Honda fan, additional content was added throughout the experience.

The campaign reached over a million people, generating thousands of leads, and over three weekends, over a thousand people signed up to visit dealerships. Honda now intends to expand #HondaNextDoor to other European countries, starting soon in Belgium.

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About

Credits

Date
Oct 30, 2017
Agency:
Sid Lee Paris
Client:
Honda
President:
Sylvain Thirache
CEO:
Johan Delpuech
Managing Director:
Bruno Lee
Account Director:
Fabien Buferne
Consultant:
Camille Lefrère
Creative Director:
Sylvain Thirache
Copywriter:
Güllit Baku
Art Director:
Ludovic Gontrand
Production Director:
Thomas Laget
Producer:
Aldric Menanteau
Production Studio:
MILES
President:
Eliott Brunet
Director:
Geordy Montfils
Director of Production:
César Décharme
Honda Motor Europe Vice President:
Christophe Decultot
Department Manager - Car Division:
Pierre Guignot
Marketing Manager:
Steve Amsellem

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