Honda Motorcycle and Scooter India launches new OOH campaign 'Floating showroom in the Backwaters of Kerala'

Going beyond geographical barriers to reach out to customers ahead of Onam, Kerala’s most celebrated festival, Honda Motorcycle and Scooter India has launched an outdoor campaign ‘Floating showroom in the Backwaters of Kerala’

Taking the market closer to its customers with this new initiative, Honda aims to take the legendary Activa to far-away regions of Kerala for showcasing the ease of access and durability that the scooter provides to its millions of loyal customers in India. 

Conceptualised by Tribes communication, the new campaign pays homage to Kerala’s iconic character while resonating with the city’s flowing transportation channels via the backwaters.

Beginning its seven-day voyage ahead of Onam festival, from Arookutty, Honda’s Floating Boat showroom covered over 15 locations before anchoring at scenic shores of Alleppey to celebrate the culture and spirit of the state.

As per the brand, the campaign registered a record-breaking growth of 41% in online queries and 24% in retail stores with a combined increase by 33% in branded related inquiries.

Atsushi Ogata, Managing Director, President and CEO, Honda Motorcycle and Scooter India, said, "We wanted to create an experience for our local audience and narrate a story that would be relatable to them. Through the floating showroom activation, we are delighted that our connection with our consumers has grown stronger. The result achieved so far is a testimony of Honda’s strong customer connect and we are optimistic that this will contribute to building better and prolonged relations with our audience.”

Besides offering schemes and finance options, the automobile brand displayed attractive offers and schemes on the two-wheelers for the locals.  

Gour Gupta, Managing Director, Tribes Communication, said, "A brand story telling has to be creative, compelling and engaging. Through the floating showroom activation, we wanted to create an unprecedented experience for the audience. We are glad to have generated a huge impact on the queries from the customers and are optimistic that the momentum will sustain.”

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