Honda CR-Z
Launch of world's first sports hybrid
DMA in partnership with Red Ant Ireland launched the Honda CR-Z, the world’s first hybrid sports car. The stunning hybrid merges style and fun with a clean, responsible nature and it was this dual personality that we needed to communicate in order to encourage uptake of test drives.
We split the target market into two segments (a youth audience and 40-60 year old females) and developed creative concepts accordingly. We created a Facebook competition that reached out to the youth audience and resulted in a large number of new fans, as well as a sleek, targeted direct response campaign offering the older female audience the chance to win a stylish weekend getaway. Results from this dual approach campaign have been outstanding.