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
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