Objectives :

  • Drive awareness amongst Youth about the new Honda Hornet CB 160R, to create desirability for this bike
  • Running

Strategy :

Skewed towards males 25-34 years old, and choosing content and categories that had more relevance to the given target audience

Execution :

  • Video campaign on digital in support of the TV campaign
  • Relevant category targeting – News, Sports, Movies, Music, Games
  • Heavy skew on auto & bike portals
  • Desktops during office hours and mobiles all day

Result :

CPT was 10 times lower than TV