In France, Honda recently came up with a creative way of addressing a problem: lack of dealerships in that market. A campaign by Sid Lee Paris identified loyal Honda owners and turned their garages into pop-up dealerships in French suburbia to promote its CR-V and HR-V SUVs.
The three-week long #HondaNextDoor project launched in September via a press, web, social media and TV campaign to invite customers to sign up online for test drives directly at the pop-up dealerships. After an initial film featuring a loyal Honda fan, additional content was added throughout the experience.
The campaign reached over a million people, generating thousands of leads, and over three weekends, over a thousand people signed up to visit dealerships. Honda now intends to expand #HondaNextDoor to other European countries, starting soon in Belgium.