Challenge
Expectations for the new Civic Hatch launch were high following on from the success of the Civic Sedan launch.
We had to create a different type of launch that built internal engagement and enthusiasm, while communicating critical product messaging and introducing staff to a new target market called the Young Optimists.
And for the first time ever, every single employee from across the network ‘involved’ in the launch.
Awarded Australian Marketing Institute Award for Marketing Excellence: Experiential, Sensorial and Internal Employee Marketing
Solution
We developed an integrated digital launch campaign utilising gamification and video content setting the young, fun tone for the Civic Hatch.
Spanning two weeks, excitement and conversation was built as staff were engaged through competition across the dealerships. The carrot at the end was the opportunity of securing exclusive money-can’t-buy tickets to the special live event experience.
The integrated digital campaign successfully connected messaging and tone through to the live events, and onwards to a post-launch training website.
Outcome
The award-winning campaign provided a highly engaging, seamless and consistent experience for the audience across multiple touch points, both digital and live.
Across the two-week period we saw
- 8,000+ sessions activated on the gamification platform, from a pool of 2,000 dealership staff
- An average session time of 5 minutes.
- 5,305 video plays
- An over-attendance of 102% across multiple live locations.