Honda had a new line of custom-style cruisers ready to launch. And the timing couldn’t have been worse. With America in the midst of the largest economic collapse in decades and sales spiraling downward, how were we going to convince folks to buy a new bike?
In the end, we let the bikes do the convincing. They’re undeniably beautiful machines, but be warned: with great beauty come great consequences.
We developed a campaign targeting core enthusiasts, consisting of TV, print, standard & rich display, driving to a redesigned cruiser portal. And as a result of this campaign, Honda was the only manufacturer to have positive sales growth in the category that year.