To create an engaging, online advertising campaign for Honda’s latest innovative Lawn & garden product – Miimo, the robotic lawnmower.
The biggest benefit of owning a robotic lawnmower is that it saves you the time and effort of mowing your lawn yourself. Over the summer months grass grows at such a fast rate that it can be very hard to keep on top of. This campaign draws attention to all of the other ‘fun things’ you could be doing in the time it takes to cut the grass, such as playing golf, going to the theatre, or simply enjoying a drink in your well-maintained garden – all activities that our research suggested were important to the target market. This playful campaign was summed up with the engaging leading line of copy reading, 'Why Mow? Let Miimo'.
The national campaign featured targeted digital banner advertising, a Stuff magazine website takeover, and Honda dealerships were provided with a piece of direct mail accompanying the campaign to send out to their local markets. Ensuring the product had both national and regional exposure, raising awareness of the product, and reinforcing Honda’s reputation as the market leader in the Lawn & Garden sector.