Crayon creates paper world for Honda

Data driven digital agency Crayon is launching an out of the ordinary, paper world direct mail pack as part of Honda’s ongoing re-qualification campaign.

The DM also includes a competition to ‘win a CR-Z’. The freepost competition can be entered by filling in and posting a question form included in the pack, the customer/prospect is then entered into the prize draw.

Crayon has designed the DM pack, constructed from intricate and unique landscapes made entirely from paper. Each hand-made paper landscape has been designed to showcase a Honda model, from a CR-V in the countryside to the Jazz in the city.

Seven different locations bring to life the real-world features of the cars in their natural environment. And, if you look closely, you might see one or two other Honda products too.

The striking, brand lead creative demonstrates Honda’s philosophy that ‘Difficult is Worth Doing’. Each of the hand-made landscapes was over 2 metres long, and the full set took three weeks to build and shoot.

The campaign aims to re-qualify prospect and customer data, generating leads for the ongoing relationship marketing programme. It consists of an integrated direct mail piece, leading to a dedicated online ‘hub’, along with pre and post mailing emails.

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, Honda says: “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.”

Mark Khoo, senior account director, Crayon says: “The re-qualification pack has always been a brilliant opportunity to convey Honda’s ‘Power of Dreams’ philosophy and to showcase the Honda range. This latest campaign builds on the success of its award winning forebears, with a stunning execution that we hope will really engage Honda customers and prospects.”