At a time when vehicle inventory was low, our efforts were focused on creating overarching brand-building content for Honda that would reaffirm them as a company built on innovation and determination. Our aim was to create executions that communicated Honda’s determined spirit, and the successes that have resulted from it. We wanted the work to be entertaining and shareable, and tailored to each platform and format. We targeted current owners, potential owners, and future owners, the sweet spot being potential Honda buyers.
The Stories of Determination are a set of three animated shorts that each tell a story of how Honda overcame the odds through the power of determination. The stories are about how the company revolutionized the motorcycle industry, established a legendary reputation in motorsports, and how they continue to raise standards for mobility from road to sky.
These fun and attention-grabbing executions were crafted to feel native and shareable on the social platforms they ran on. The deliverables were optimized for different interfaces and aspect ratios, depending on their placement. Graphic supers were integrated into the animations that accompanied the VO, so viewers would get the message on or off mute.
The Stories of Determination executions generated over 13 million impressions across YouTube, LinkedIn, Reddit, Snapchat, Pinterest and TikTok. In our testing and media tracking, all the right metrics moved upwards. Overall, the whole campaign received a lot of positive reaction from consumers organically, across all platforms.
