ABOUT

The Brief

Honda is Collective’s founding client. As well as delivering numerous award-winning campaigns, innovations and market-firsts, we created Honda UK’s primary cars portal. But consumer behaviour is changing and the portal needed to change in response.

The Insight

Car purchase behaviour has evolved. Whereas people considering a new car used to visit a dealership 7 to 8 times, this number has dropped to 1.2 as buyers shortlist online and only visit dealers to confirm their choice.

The Idea

Based on extensive analysis of the existing site, we’ve developed a new approach that moves away from an entertainment-centric experience. Now, information and engagement work together to ensure the content people most want to find is never more than a few clicks away — whatever the device.

The Results

In the first year, the all-new Honda portal delivered:
• 127% increase in prospect generation
• 34% increase in test drive bookings
• 28% increase in brochure requests
• 35% increase in brochure downloads
• 25% increase in dwell time