Advertiser: Honda Malaysia Brand: Honda Civic Hybrid Creative Agency: - Credits: Stan Chew (Strategy Planning Director), Evelyn Cheah (Media Planner), Rebecca Siew (Senior Media Planner)
The unfamiliarity of hybrid technology and unavailability of test drives hampered slow sell-through of the Honda Civic Hybrid (2009 – sold 216 units; 72%market share). In Oct 2010, the challenge was to push sales for the last batch of Civic Hybrid to make way for 2011′s hybrid model, Honda Insight.
Kuala Lumpur morning traffic condition is simply awful. Driving to work is a drag; no one really likes to drive during rush hour, unless being chauffeured. Thus, the ‘Hybrid Chauffeur’ was designed to give people meaningful experience in the mornings in the Civic Hybrid. Nothing beats the real experience – we want prospects to experience the comfort and fuel efficiency. Most purchasing car decisions are sold during test drives, in this case, test being driven!
Honda partnered with Mix.fm’s breakfast segment to go green for 1 month. Listeners were invited for free rides to work in the Civic Hybrid by registering and completing a slogan. Every week, Honda chauffeured one lucky winner every Friday, to and from work, for one month. The winners would experience the car first hand, and then shared these experiences over the radio. Participants were also led to an online registration page hosted by Mix.fm.