Honda Buffalo mower launch
All of our research indicated that the Love my Honda campaign theme we had developed some eight years before was still compelling and resonant. Bringing it to life as part of an important product launch our starting point. In addition, research indicated that owning the ‘right’ power-garden equipment is viewed as important by a significant number of buyers – especially the ones who are prepared pay for the best.
Our targeting strategy was to focus our campaign on the devotee market to sell the premium Buffalo range and allow the brand halo effect to carry the day for lower priced Honda models. We then set about creating the assets that, together, would position Honda to win.
For the Buffalo launch campaign, we set about giving the product an iconic, monolithic feel to highlight the fact that this was an important launch. Our messages were clearly focused on the ‘metal’, highlighting the features that made the mower such a paradigm shift in mower design.
We then set about telling the Made in Australia story, to further differentiate Honda quality from lower-priced imports.
Socially, our content was designed to make the brand feel accessible and user-friendly.
Supporting all of this was re-imagined POS and product collateral.
We then set about telling the Made in Australia story to further differentiate Honda quality from lower-priced imports.