Honda Brand & CRM
From spark to the open road
The Work
The relationship sells the next one.
Everyone wants the launch campaign. Honda handed me the harder job, everything after. The ownership experience, the service relationship, and the CRM that shows up in your inbox and still feels unmistakably Honda.
The launch sells the car. The relationship sells the next one.
The Portal
The Ownership Lifecycle Portal.
New owners land in a personalized portal keyed to their exact vehicle and VIN. Vehicle features, service and maintenance, roadside assistance, community, and helpful tips, all in one place, all speaking beJoyful.
The Campaign
beJoyful, in every inbox and mailbox.
The owner relationship runs on a steady cadence of email and direct mail, organized around a simple system of be-adjectives: be entertained, be ready, be prepared, be inspired, be informed. Each piece teaches a feature or a service moment without ever feeling like homework.
Emails to keep the brand love alive.
A four-year communication plan keeps owners informed and engaged in the brand.
The System
One style guide to hold it together.
With a massive team effort, the HOLC program delivers a seamless owner experience individualized across direct mail, email, and web. I created this HOLC Style Guide for the agencies, dealers, and corporate departments to follow.
The Dealers
Dealer Campaign Information Site.
Each of the 1000+ Honda dealers is kept up to date on the program details and successes through a dealer-specific website to educate and inform. We made it available through the Honda IN network, so no new URL promotion was necessary.
The Outcome
The numbers did the talking.
"The Honda Ownership experience has been wildly successful."
Program Pitch Setup Video
Honda is still the one.
So if you've made it this far, take a look at the setup video I put together for the program pitch to Honda.
Next Project
Luke's Locker Ecomm →