While everyone was embracing the maker community, we thought we'd have some fun with them on April Fools' Day. So we created Fit Kit, the first DIY vehicle you can build at home. The vehicle arrived in 180,000 individual boxes and we followed the Portlandia-esque exploits of Vanessa and Caleb, and their need to build everything by hand.
Our objective was to generate awareness and interest in the all-new 2015 Fit in a fun and unique way by tapping into the April Fools holiday and targeting Honda fans, hipsters, DIYers and potential subcompact buyers. Additionally we incorporated our Fit Kit branded boxes into the Honda press release at the NY Auto Show to generate additional interest. The Fit Kit idea and our couple become widely popular with fans and press. We created a hipster logo, press release, instruction manual, and even had a drone for good measure.
We wanted to drive awareness about the all-new Fit, communicate the "fun" brand pillar, and drive engagement. April Fools and hipsters were the tools to do that. We tapped into the culturally relevant DIY mentality with a never before thought of product to DIY in a fun way to bring the audience into the Honda brand. We created a video, webpages, social objects and posts that people passed around. We fooled many people. The results were excellent – over $150k in earned media for basically a one-day campaign, over 350k YT views, 99% positive sentiment, and over 35k engagements.
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