Honda received a statuette for its innovation in introducing a groundbreaking motorcycle

BrandStudio for Eikon Awards

loop won a statuette for bold and creative communication with the proposal to launch a new motorcycle model that combines innovation, style and a precise interpretation of the new generations.

The company won a blue statuette in the Product Launch category with the launch of its NAVi model, which represented a new concept of mobility. The result was a launch that transcended the automotive sector and became a true cultural phenomenon.

The category, in which Honda took the stage at Eikon Night on November 11, evaluates the planning, organization and media distribution of product or service launches.

With the campaign “It’s not a motorcycle, it’s not a scooter… it’s a NAVi!” Honda decided to present a product with its own identity that didn’t fit into any traditional category. The strategy behind the launch aimed to position NAVi not just as a new type of vehicle, but as an authentic cultural icon capable of engaging with traditional consumers (experienced users) and new segments (first-time users). The goal of Honda employees was to build brand awareness without losing the prestige associated with Honda quality.

The first step of the campaign was to present the NAVi model at the Moto Show 2023, the most important event in the sector, without, however, anticipating its official launch: the strategy was to raise expectations, present the new model as a trend leader watched worldwide and then surprise with the announcement of its sales on site.

Then the official start was much more disruptive. For the first time in the history of the Argentine automotive industry, a motorcycle brand presented a product in a museum: none other than the MALBA (Museum of Latin American Art in Buenos Aires), a symbol of innovation and the artistic avant-garde of Latin America.

In addition, this introduction linked to art was complemented by an action aimed at the youngest audience: a song with a renowned artist of the Argentine trap scene, Khea, with more than five million followers on YouTube and eleven million monthly listeners on Spotify. The song was titled Nueva NAVi passes on the trap to everyone.

Another impact action as part of the launch was to bring the essence of NAVi to the points of sale. They implemented creative POP imagery in the car dealerships (designed for point of sale), which included in the commercial offer a range of official merchandise with clothing and accessories, inviting customers to take part of the look and feel of the new Honda model.

The jury analyzed the results of this Eikon-winning campaign, which shows how the Japanese car manufacturer reached its target group with its message. Luciano SalseducPress spokesman for Honda Argentina, explained: “The launch of NAVi can be summed up in one word: disruption; success was in transmitting this spirit in every action and preserving the essence of the product.”

With more than eighty journalists, they achieved a historic record in media coverage of the event, recording more than 280 views in the media and social networks in one month. They reached an estimated audience of 177 million at the beginning of 2024 with an advertising value of the equivalent of 24 million pesos.

Additionally, the song surpassed more than ten million organic views, became a trend on YouTube, and became the artist’s most-listened album released on Spotify.

The campaign also showed good commercial results: they positioned the NAVi as one of the ten best-selling motorcycles in the Argentine market and led the scooter segment in sales. The nine thousand units produced after launch were sold out.

The juries highly praised this program. They concluded that the main goal was achieved as it was “an exemplary case of disruption: Honda has managed to transform a motorcycle into a cultural icon that combines art, urban music and immersive experiences.” Other experts who evaluated Honda’s campaign emphasized that it was “a good strategy with outstanding innovation and execution and corresponding results.”

Salseduc He expressed that “this award recognizes the value of having the courage to do things differently and showing with real results that innovation is worth it.”