Honda's CB Unicorn 160 creates a 'Goodness Cult'

Conceptualized by DigitasLBi, the five-month long purely digital was aimed at creating excitement around CB Unicorn 160

BestMediaInfo Bureau | Mumbai | June 24, 2015

Click on the image to experience 'The Goodness Cult'

Honda Motorcycle and Scooter India's (HMSI) digital campaign, 'The Goodness Cult,' for its iconic motorcycle brand, CB Unicorn 160, has proved a great success. The campaign was rolled out in January this year for a period of five months and executed by DigitasLBi to build excitement around the CB Unicorn 160.

Keeping the features of the CB Unicorn 160 in mind, the 'Goodness Cult' started as a movement with a single manifesto – 'Looks Good. Is Good'; in short, goodness that is both inside and out. The five-month-long campaign got more than 5,000 nominations in just four months.

Yadvinder Singh Guleria

Yadvinder Singh Guleria, Senior VP – Sales & Marketing, Honda Motorcycle & Scooter India, said, “The Goodness Cult is an extension of our product communication that combines best of both worlds – riding goodness with style. The campaign reached out to more than 5,000 people across digital media platforms, amplifying the key attributes of the CB Unicorn 160 – real value without compromise on style, performance, advanced features, mileage and maximum riding comfort. Within seven months of its launch, CB Unicorn 160 is the second largest selling model with 35 per cent market share.”

Shekhar Suri

Commenting on the campaign, Shekhar Suri, Head, DigitasLBi Delhi, said, “Goodness Cult, a pure digital led campaign, was worked on the insight that these days we live in a world which prefers both Looks and Performance. Honda has been instrumental in leading the two-wheeler revolution in our country. The Goodness Cult is another step by Honda two-wheelers to recognize and reward the league of good people digitally.”

The campaign involved creation of a microsite (https://img-cdn.thepublive.com/filters:format(webp)/), which had a 3D bike created only out of dots. These dots comprised the story behind each nominated person. Here, users were asked to nominate people around them who either look good or are good at heart or both. The nomination process was so designed that a nominator would be made aware of the premium features of CB unicorn 160 along with celebrating the goodness we so often forget to appreciate. The same was amplified on digital media to spread the awareness. Top 100 nominations will be awarded with Honda exclusive merchandise.

Credits: 

Agency: DigitasLBi

Creative Team: Partho Sinha, National Creative Director, DigitasLBi

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