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Bold New Civic Launch


To launch the 10th generation Civic ensuring pre-order sales targets and network excitement and engagement in the future of the Honda brand


By creating a multitude of events and experiences that innovatively brought to life Honda Civic’s positioning of “dare to dream and bold things can happen”.


For Honda staff and business partners, Civic enthusiasts and the Automotive media.


Launching the Bold New Civic in 2016 was a pinnacle moment in Honda Australia’s renewed momentum.  

To make the desired impact in the Australian automotive market and to reach optimum sales, we were tasked with creating multiple launch events and activations to achieve stakeholder buy-in to the Civic story and its latest generation. 

"Working with Aesthetic is an experience on its own. The planning processes are very thorough and executed perfectly. Aesthetic sets a new benchmark with every launch."
Honda Australia, Representative

Honda Australia, Representative


We developed a multi-layered strategy, considering several audiences and event types, ensuring that key messages were consistent and targeted. 

Across six weeks we travelled the country with a five-state roadshow, the Dealer Business Meeting in Sydney, a media launch in country Victoria and branded environments staged at key dealerships across city locations


However, the highlights of the 50-event program were the arena spectaculars, featuring light shows an aerialist duo and five Civics weaving through the space to the beat of an original musical composition.  

We created a bespoke atmosphere through content, imagery, audio and lighting that paid homage to the engineering and innovation of the Bold New Civic. 


The launch events were epic and successfully set the momentum for the product’s success cascading forward as Honda’s key stakeholders united in the Bold New Civic story, ready for the public launch. 

The return on experience: 

  • Achieved highest level of dealer engagement and confidence in future business plans 
  • Exceeded pre-order sales target 
  • Increased brand loyalty and emotional engagement in the network  


“Honda in my opinion have found their inspiration again. The future for all of us is looking good.” 

“High morale booster for Honda Dealers. Civic will be a great car” 

“Excellent execution and delivery of a fabulous product. My team and I are very excited and proud to be a Honda dealer, can’t wait to start selling this awesome looking car!!”