City Honda – Hpoint
Strategic repositioning of the Honda City to face competition, generate higher-quality opportunities, and directly connect the marketing operation to the dealership's sales team.
Client
Honda HPoint
Industry
Automotive
Services
Market research · Digital strategy · Performance media
The Challenge
Honda City sales were declining, yet the dealership still couldn't clearly identify the root of the problem. In a category with well-positioned competitors, it was necessary to understand the market, audience behavior, and strategy bottlenecks before scaling investments.
Our Objectives
Reverse the sales trend through market intelligence, repositioning the Honda City more assertively against the competition and connecting marketing and sales in a data-driven, qualification-focused operation.
Results
Actions and deliverables
FROM INVESTIGATION TO CONVERSION
MARKET INTELLIGENCE
BEFORE ACCELERATING,
IT WAS NECESSARY TO MAP THE ROUTE
In-depth analysis to identify the true reason behind the sales drop.
We conducted robust competitor research, mapping key rival models, their positioning, sales arguments, strengths, and weaknesses. The diagnosis revealed opportunities to differentiate the Honda City and build more relevant messaging for each consumer profile.
CAMPAIGN STRATEGY
A MESSAGE FOR EACH
CONSUMER PROFILE
Greater relevance to attract those with true purchase potential.
We structured the campaign by audience segments, creating tailored approaches and creative pieces for each profile identified during the research. The communication began exploring different needs, desires, and decision drivers, increasing campaign relevance and the quality of the opportunities generated.
INTEGRATED OPERATION
FROM AD TO DEALERSHIP, WITHOUT LOSING CONTEXT
Marketing and sales connected to turn leads into real opportunities.
The operation was directly integrated with the dealership's sales team, allowing contacts to arrive with more context and qualification prior to outreach. Rather than just generating volume, the strategy prioritized opportunities with genuine potential to advance along the purchase journey.
RESULTS OPTIMIZATION
PERFORMANCE IS NOT
JUST GENERATING LEADS
The results showed in the quality of the opportunities delivered.
Through continuous monitoring of channels, audiences, and creatives, we directed investments toward the combinations with the highest conversion potential. The campaign generated 1,378 leads and achieved impressive qualification rates, reaching 52% on Google and 45.1% on Facebook and Instagram.
SEE HOW THE STRATEGY HIT THE ROAD
FROM SETUP TO SCALE
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