Honda Canada National Retail Campaign
At the start of every month, Honda Canada releases their national retail campaign to promote leasing, financing and MSRP information on their primary vehicle lineup: The Civic, CR-V, HR-V, Accord and Pilot models. The campaigns result in sustained brand recognition that reaches millions of potential customers every month.
Role: Production Designer
Client: Honda Canada
Agency: Grip Limited/Dentsu Creative
Art Director: Michelle Meng, Inés De Ninnis, Victoria Moffat, various other Art Directors/Designers
Account Coordinators: Justin Fisette, Matt Allen, Joseph Tran
Project Managers: Jenna Fullerton, Karen Lok
The overall creative direction of each campaign is meant to reflect the season in which it takes place. For example: The “Bring Home a Honda” campaign seen below normally occurs during the Winter months of November and December. So the campaign’s creative direction will align as such. These layouts live on the honda.ca “National Offers” page.
Below is an example of the previous campaign called “Get That Honda Feeling” that was run during the fall. A further emphasis on the campaign’s creative direction aligning with the season in which it occurs.
Carousel header layouts for the special offers page are also produced to coincide with the relevant campaign, with a focus towards the Civic and CR-V vehicle models.
Animated banners were created to run on third-party websites, with the goal being to drive traffic to the Honda Canada special offers page.
A Dealer Guide is produced and released one month in advance of the start of a national retail campaign. This guide is sent to the Honda Dealers Association where they produce their own localized campaign creative based on the creative direction that Grip Limited/Dentsu Creative set for the national campaign. These offers can be viewed via the “Nearby Offers” tab of the special offers page and are based on the user’s location data.
The Dealer Guide outlines information such as: what colour palettes are to be used, relevant logos including awards and accolades, copy and imagery alignment and offer structure, among others. The guide also offers direction on the production of social media layouts, animated banners, TV end frames and website header images.
