• HONDA

  • Automotive Parts & Service
    Loyalty Campaign

  • Automotive
  • Direct

BACKGROUND

Across Honda’s 33 dealerships in Alberta, Saskatchewan and Manitoba, service departments are tasked with covering two-thirds or more of a dealership’s entire monthly fixed overhead. That’s a lot.
Honda - Genuine Parts and Service - Just because it fits doesn't mean it fits. - Dinolegs Honda - Genuine Parts and Service - Just because it fits doesn't mean it fits. - Alligator Arm Honda - Genuine Parts and Service - Just because it fits doesn't mean it fits. - Strong Man Purse Honda - Genuine Parts and Service - Just because it fits doesn't mean it fits. - Goblin Princess

CHALLENGE

Dealerships are considered expensive and inconvenient compared to the plethora of quick-lube shops offering warranty-approved services. As a result, Honda loyalty rates and service revenues were on the decline.
Honda - Genuine Parts and Service - Tablet - Email Honda - Genuine Parts and Service - Facebook Campaign

APPROACH & SOLUTION

Demonstrate — with mismatched toys in this instance — what it looks like when Honda owners don’t use genuine parts. As Honda’s market share and budget warrant a very precise approach, our focus is on digitally based one-to-one communications targeted at 130,000+ existing owners.
Honda - Genuine Parts and Service - Just because it fits doesn't mean it fits. - Tent Card Honda - Genuine Parts and Service - Just because it fits doesn't mean it fits. - Window Decal

RESULTS

From day one, response rates to our digital approach jumped more than 30%. The prairie region now leads Honda nationally in service revenue growth, in loyalty rates and in fixed overhead expense coverage.
Honda - Genuine Parts and Service - Just because it fits doesn't mean it fits. - Mock-up Sketch