Mumbai: Honda Motorcycle & Scooter India (HMSI) has launched a one-of-its-kind outdoor campaign, "Floating Showroom in the backwaters of Kerala." Taking the market closer to its customers with this new initiative, Honda aims to showcase the ease of access and durability that the Activa scooter provides to its loyal customers in India.
Conceptualised by Tribes communication, the new campaign pays homage to Kerala’s iconic character while resonating with the city’s flowing transportation channels via the backwaters.
Beginning its seven-day voyage ahead of the Onam festival from Arookutty, Honda’s Floating Boat showroom covered over 15 locations before anchoring at the scenic shores of Alleppey to celebrate the culture and spirit of the state.
Commenting on the success of the campaign, Honda Motorcycle & Scooter India managing director, president & CEO Atsushi Ogata 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 more prolonged relations with our audience."
Noteworthy, the brand campaign registered a record-breaking growth of 41 per cent in online queries and 24 per cent in retail stores, with a combined increase of 33 per cent in brand-related inquiries, the company shared in a statement.
Besides offering attractive schemes & affordable finance options, Honda Motorcycle & Scooter India brand displayed offers and schemes on the two-wheelers for the locals.
According to Tribes Communication managing director Gour Gupta, "A brand storytelling has to be creative, compelling and engaging. Through the floating showroom activation, we wanted to create an unprecedented experience for the audience. We are glad to have generated a huge impact on the queries from the customers and are optimistic that the momentum will sustain."
