In a creative marketing stunt, Honda created pop-up dealerships in consumers' garages, enabling dedicated fans of the company to serve as brand ambassadors.
The stunt, which aims to promote the brand's range of 2017 SUV's allowed consumers to test drive the vehicles from the convenience of a neighbor's driveway. Those interested in taking the CR-V and HR-V for a spin could sign up online, and make their way over to one of the eight pop-up locations scattered throughout Paris.
The unconventional approach relied on loyal consumers to relay information regarding the brand, creating a low-cost and more personalized car shopping experience. The Honda Next Door Stunt, led by Sid Lee Paris, hopes to expand to other countries, starting soon in Belgium.
At-Home Pop-Up Dealerships
Honda Turned Loyal Fans' Garages into Pop-Up Dealerships
Trend Themes
1. Pop-up Dealerships - Creating pop-up dealerships in consumers' garages allows for a more personalized and convenient car shopping experience.
2. Loyal Consumer Brand Ambassadors - Utilizing loyal consumers as brand ambassadors can help promote the brand in a low-cost and genuine way.
3. Neighbor-to-neighbor Marketing - Implementing a neighbor-to-neighbor marketing approach creates a sense of community and trust in the car buying process.
Industry Implications
1. Automotive - The automotive industry has the opportunity to innovate by implementing pop-up dealership concepts for a more customer-centric experience.
2. Marketing - Incorporating loyal consumer brand ambassadors into marketing strategies can disrupt traditional advertising methods and create more authentic connections with target audiences.
3. Retail - The retail industry can explore neighbor-to-neighbor marketing strategies to foster a sense of community and enhance customer relationships.