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Dentsu helps Honda in repositioning the new CR-V

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MUMBAI: Dentsu Communications has developed a new campaign for the latest model of the Honda CRV.

The objective of the campaign was to position the car as a superior choice over offerings such as the Hyundai Santa Fe and the BMW X1. Along with this, the campaign was expected to highlight the features of the car like new Intelligent Multi Information Display (IMID), new Audio Video Navigation (AVN), Eco Mode, Eco Assist, higher fuel efficiency, multi-configuration folding capacity for the rear seats, and the most powerful engine under the hood.

Taking the first step in repositioning the new Honda CR-V in its ‘Urban Recreation Vehicle’ avatar, the agency decoded the target consumer. As a “been-there, done-that Accomplished Life Juggler,” the target was not a stranger to a life well-lived. In depth exploration revealed that the TG dons many hats daily to make the most of his myriad interests and passions rather than give in to the cliché of so much to do, so little time. In doing so, he looks for many similar partners in crime from his possessions and the multi-sensorial experiences that he can embark on, enabled by these possessions. Thus, the intention of the campaign is to position the new Honda CR-V as the perfect partner for someone who does and wants to do many wonderful things.

The agency decided that it in order to get the TG to relate to the CR-V the feel of the campaign should be like a series of fast paced mini videos; some homemade, some big screen material, much like the different points in time in the TG’s life and routine. The idea was to communicate that the CR-V is for people like him (the TG), because like him it has inexhaustible energy for life and adventure.

The film shows a man about 40 sitting in a studio while stylists, hair and make-up artists come and go, giving him different looks. He dons various looks that show the different lives he lives, the life of a fisherman, a golfer, a corporate czar, a chef, a scuba diver and a polo player. The film uses stop motion technique and is produced by Mud n Water.

Dentsu MArcom NCD Titus Upputuru said, “The idea was that after you reach a certain level in life, you are not asked “what you do” but “what do you like doing best”. Which basically goes on to say that the man has moved on from chasing one thing in his life but has moved up the ladder, and has developed many more interests and has started finding time to chase all of them. The all new CR-V in many ways, is both a metaphor and an enabler of this way of living.”

Dentsu India national planning director Narayan Devanathan said, “The Honda CR-V is one of those few vehicles, even for a class of people who are accomplished, that qualifies as the car that’s talked about on a bumper sticker that says “When I grow up, I want to be a ....”. A goose-bump inducing car and drive deserved a simple but classy idea that could do justice to them. And much like the many lives that the CR-V enables, one look at it inspired many ideas on how to create engaging communications around it. What you see is what rose to the top (like the ones who will drive the CR-V). But every idea we had was as fun and engaging.”

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