#hondanextdoor
Award: Wood Pencil
Wood Pencil / Experiential / Out-of-Home / 2018
Honda has four times fewer dealerships in France than its competitors. Knowing that its die-hard fans are its finest ambassadors, the brand turned fans' own garages into car franchises, with neon signs, real banners and accessories only used by real dealers. In three weeks, ten franchises were launched, enabling 1,053 test drives in six days to take place.
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