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."
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Concept: Honda Leap List
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