Close Case Study ×

Bold New Civic Launch

Brand

10th generation Honda Civic - dare to dream and bold things can happen.

People

Internal Honda staff, business partners, general public, automotive media.

Purpose

To build excitement for the 10th generation Civic with internal stakeholders and Civic enthusiasts.

The challenge

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, the multiple launch events and activations needed 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

The solution

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

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. 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.

 

Our creative studio and communications specialists played a pivotal role in each launch experience, from the digital invitation and registration process, to the speaker scripts and presentations, soundtracks and animation and all event signage. We created a bespoke atmosphere through content, imagery, audio and lighting that paid homage to the engineering and innovation of the Bold New Civic.

  • Strategy
  • Brand Experiences and Events
  • Branded Environments
  • Communications Direction
  • Creative Studio

The outcome

The launch events 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.

“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!!”