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Honda Marketing

Honda Power Products multi-channel campaign the first from SouthPaw

By The Drum Network, Staff Writer

March 23, 2020 | 3 min read

Honda Power Products has launched a multi-channel advertising campaign to support the launch of its new lawn and garden cordless range.

The campaign conveys the long-lasting power of the Honda cordless products, that also celebrates the energy and passion of the gardeners that use them. The work launched across Europe in March and will run across digital, OOH, press, in-store and at events.

Southpaw has worked with Honda Motor Europe for the past 50 years and it is the lead strategic creative agency for Honda Power Products. Honda have been producing lawnmowers for over 40 years, and as a result it has grown to be recognised as one of the world’s most reliable garden equipment manufacturers, something which sets them apart from its competitors.

The creative work aims to focus on people, different environments, terrains, weather conditions and times of the day, that the new cordless range can be used. The tagline; ‘Power that lasts – for the gardener that just keeps on going’ has been developed to highlight the enduring power of the Honda products and the gardeners themselves.

The campaign launches with a 60’ hero film, as well as 30’, 15’ and 6’ cut downs for social. In total 206 assets were produced for nine key markets across Europe, with further markets expected to roll out the campaign throughout the rest of 2020.

Nikhil Menon Nayar, marketing and communications – section manager, Honda Power Products, said: “Our ambition for this Pan-European integrated launch campaign is to stand apart from the competition by confidently positioning Honda’s new Cordless range as the best in class within the Lawn and Garden sector for performance. Southpaw’s strategic approach really helped us to identify our core consumer insights, and from there we’ve been able to build a campaign that really resonates with our consumers. This is just the beginning of a new direction for Power Products and we will continue to build on this momentum.”

Tom Poynter, CEO at Southpaw, added: “This is a real stride forward for Honda Power Products, and we were keen for them to be the brand that single-mindedly owns performance with a distinctive and emotive campaign, showing off Honda’s robust performance credentials and highlighting the uncompromising lasting power that its new battery technology brings. The hero brand film is filled with insightful, human moments that reflect the passion and personality of real gardeners to give Honda an emotional connection with its audience and bring real resonance to its brand platform, Engineering for Life.”

Honda Marketing

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