beyond geographical barriers to reach out to customers ahead of Onam, Kerala’s
most celebrated festival, Honda Motorcycle and Scooter India launched a first-of-its-kind
outdoor campaign ‘Floating showroom in the backwaters of Kerala’
the market closer to its customers with this new initiative, Honda aims to take
the legendary Activa to far-away regions of Kerala for showcasing the ease of
access & durability that the scooter provides to its millions of loyal
customers in India.
by Tribes communication, the new campaign pays homage to Kerala’s iconic
character while resonating with the city’s flowing transportation channels via the
its seven-day voyage ahead of Onam festival, from Arookutty, Honda’s Floating
Boat showroom covered over 15 locations before anchoring at scenic shores of
Alleppey to celebrate the culture and spirit of the state. Noteworthy, the
brand campaign registered a record-breaking growth of 41% in online queries and
24% in retail stores with a combined increase by 33% in branded related
on the success of the campaign, Atsushi Ogata, Managing Director, President
& CEO, Honda Motorcycle & Scooter India said, "We wanted to create
an experience for our local audience and narrate a story that would be
relatable to them. Through the floating showroom activation, we are delighted
that our connection with our consumers has grown stronger. The result achieved
so far is a testimony of Honda’s strong customer connect and we are optimistic
that this will contribute to building better and prolonged relations with our
offering attractive schemes and affordable finance options, Honda Motorcycle
& Scooter India brand displayed attractive offers and schemes on the
two-wheelers for the locals. With this campaign, HMSI became the first brand to
introduce such an unconventional advertising concept in India.
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