We searched for the most authentic Honda stories in Northern California via social media. And what we found were arguably the best, and in some cases, most colorful characters on earth.
NorCal Honda wanted to make a definitive brand statement that Honda was the perfect car for the region. We recognized that while different drivers have different reasons for buying Hondas, they all shared a passion for the brand’s reliability. Both quantitative motivator testing and years of experience revealed that Honda’s satisfaction among its Northern California owners was rabid and could be leveraged as a competitive advantage. We also recognized that consumers today — the Yelp generation — would rather hear from a fellow California driver than a company.
We started with a bold notion: “If you’re looking for a great car that performs, looks great, and is reliable, #AskAnyHondaDriver." Given Honda’s overwhelming satisfaction and reliability, we were confident we would find real stories that would back up the claim. So we created a Facebook app and social media effort that asked drivers to tell us about their Honda experience for a chance to star in our campaign. In the first 2 years, we've created 10 short films featuring the most interesting, fun-loving Honda drivers you’ll ever meet. We also created a TV and digital pre-roll campaign around the stories.
When we began layering the #AskAnyHondaDriver testimonial campaign with our other promotional campaigns, we were able to push sales to record levels and help jump the Northern California Honda Dealers regional performance 3 places to #2 in the nation. What’s more, social engagement across the Association's Facebook, Instagram, and YouTube pages increased 5 times. That’s a triple quintuple, baby!
"The BSA creative effort brought our brand to life and significantly increased consideration and sales of Hondas in Northern California. A creative approach to engage actual customers and prospects."
Bill Brenner, President, Northern California Honda Dealers Advertising Association