The challenge
The Indian motorcycle market is as frenetic as the country's roads. Our challenge was to launch Honda's CBF Stunner into a crowded market and build a unique identity for the bike among college students.
Our insight
Young Indian bikers are exhibitionists. They are passionately proud of their machines and love to show them off.
Our solution
We designed a program which enabled college students to exhibit their personal style through their biking skills, becoming local brand ambassadors with the chance of national stardom.
At colleges in 23 cities across the country, we staged
bike-related competitions to find the best bikers on campus. Each competition produced ten winners who were given Honda CBF Stunners and branded biking gear. To go through to the next round, the winners had to communicate the core brand values of stylish safe biking to win SMS and online votes to become the city champion.
One rider from each city went through to the competition's national phase, held in Mumbai. After competing in a series of challenges to show off their fitness, likeability and biking skills, the top ten moved on to the All-India final, and the winner was crowned Stunner of the Nation.
Radio, press, online and TV amplified every stage of the contest. City winners co-hosted radio programs in their home cities; the national competition was aired as a four-part show on a youth-oriented channel, with the overall winner acting as a host. To cap the promotion, we created a music video that received widespread airplay and became a hit among our target audience.
The results
- Over 100,000 test rides achieved
- 6,500 entrants in the national contest
- 210% ROI
