At the beginning of the year, people are always eager to make resolutions and set new goals to achieve, and Honda is capitalizing on this consumer attitude with the Honda 'Leap List' campaign, which promotes the Honda CR-V.
The Honda 'Leap List' campaign, developed by RPA, encourages people to reach certain goals before they have to reach other goals. You create a list -- a 'Leap List' -- of things you want to do (say, exploring caves) before you have to do other, more responsible things (such as starting a family). Targeted at young, hip and adventurous but family-oriented individuals, the campaign also lets participants enter a contest to win a Honda CR-V after they have created their Leap Lists, and it focuses on how a CR-V can help them achieve their goals.
As Honda's brand manager Tom Peyton describes, "The ‘Leap List’ campaign captures CR-V’s adaptability as the perfect vehicle for a wide range of life phases whether road-tripping with friends or taking the family on an impromptu outing."
Goal-Reaching Car Campaigns
Honda 'Leap List' Encourages You to Achieve Your Aspirations
Trend Themes
1. Personalized Goal-setting - There is a growing interest in customized goal-setting campaigns which encourage people to achieve their aspirations.
2. Adventure-fueled Marketing - Marketing campaigns are being designed to attract young, adventurous individuals who are looking to live life to the fullest.
3. Contests and Incentives - Contests and incentive-based campaigns are gaining popularity in promoting brands and encouraging consumer engagement.
Industry Implications
1. Automotive - The automotive industry can explore the potential of creative campaigns like the Leap List to entice customers to invest in new models.
2. Travel and Adventure - Industries that promote adventure and fun can make use of personalized goal-setting to attract customers and encourage experiential travel.
3. Marketing and Advertising - The marketing industry can use customized goal-setting and incentive-based campaigns to attract and engage consumers across various sectors.