Leo Burnett Melbourne launches first campaign for Honda

This is the first work between Honda Australia and Leo Burnett Melbourne, since the appointment several months ago. Launched last week, the campaign will be run until March with TVC and cinema commercials, national magazine insertions, digital and in-dealer activity.

A continuity media schedule will subsequently be developed to ensure an ongoing presence in the market.

The campaign aims to differentiate the new Honda CR-V from its competitors by focusing on its key strengths such as interior comfort, space and manoeuvrability in a relevant and engaging way, to support the new brand positioning of Honda Australia, "The Power of Clever Thinking".

It is targeted at educated, active and image-conscious people; young singles or young couples; as well as families with young kids or older couples whose kids have left home, seeking the balance between functionality and space, style and fun-to-drive, car-like characteristics, according to the brand.

Heralding the benefits of owning an SUV that is ‘bigger inside; smaller outside’, the campaign engages and connects with Australian by developing a fun, relevant and entertaining campaign that gives CR-V personality.

The TVC features a number of scenes of impractical SUVs struggling in everyday situations such as parking and packing. A re-recording of the Broadway classic Anything you can do (I can do better) further emphasises the point.

“A launch of a vehicle like the CR-V was an irresistible opportunity for us to highlight some of the strengths it has over its competitors,” said Jason Williams, executive creative director at Leo Burnett Melbourne. “After all, who hasn’t been stuck behind a tank-like SUV as it tries to park, or witnessed the struggle in the Ikea car park when someone’s flatpack is bigger than their boot space.”

Kevin Lillie, senior marketing manager at Honda Australia, noted that the CR-V is a huge launch in the fastest growing segment of the Australian car market.

“The new CR-V campaign provides us with a platform to reconnect with Australians as it unashamedly captures the essence of what Honda is known for in this market,” he said.