GEN H

Agency

Dentsu (Malaysia) Sdn Bhd

Client

Honda Malaysia

Product/Service

Honda e:HEV Hybrid Range

Brief

Honda’s heritage is one that is built on a pursuit of constant innovation. Its e:HEV engines embody the very best of Hybrid technology. Honda had four Hybrid models to offer, where competitors only had one. They wanted to be the first to claim that they have the widest and most advanced Hybrid range. The objective was to leverage on this feat to not just retain Honda’s No.1 non-national car brand position in Malaysia but to position the brand as leaders in the Hybrid car conversation as well as making Honda synonymous with Hybrid technology.

Solution

Honda created a new generation of Hybrid cars and Hybrid drivers.
We defined this new age as GEN H.

H is Honda.
H is Hybrid.
H is Hype.

To invite people to ‘Experience Hybrid, the Honda way,’ we tapped into aspirational lifestyles, showing how different people lived life to the fullest. We wanted to strongly link cool personalities with the Honda Hybrid range. Hence, the film engaged KOLs as these different personalities and their Honda Hybrids, coming together at the end of the video as GEN H.

To appeal to a younger target audience, the style of our film was modern and edgy with a cool factor ramped up beyond the norm. This went beyond the look of our film, to the music composition as well.