Crayon creates natural environment DM pack for Honda
A re-qualification campaign for Honda, which aims to renew prospect and customer data to generate leads for the ongoing relationship marketing programme, has seen digital agency Crayon create a DM pack to showcase different cars in their natural environment.
The pack is constructed from hand made landscapes made entirely of paper, which have been designed to showcase Honda vehicles, from a CR-V in the countryside to the Jazz in the city.
Seven different locations have been created to bring to life the features of each car in their natural environments.
The campaign creative aims to demonstrate the brand’s philosophy that ‘Difficult is Worth Doing’, with each handmade landscape over two metres long, taking three weeks to build and shoot.
The first wave of the ongoing programme will target more than 250,000 prospects and existing customers.
Steve Colling, corporate Sales and relationship marketing manager for Honda, said: “Our re-qualification campaigns are key to ensuring the customer data we hold is rich and up to date, allowing us to deliver highly targeted sales conversion activity. As an essential element of Honda’s relationship marketing programme, it’s important that the tone is always warm and friendly, and the pack feels Honda–like something only Honda would do. We’re confident that this engaging and charming idea will create real stand out in the automotive marketplace”.