ADVENTURES IN AUTOMOTIVE
SUPERCHARGING ADVERTISING & DIGITAL CONTENT
A CATEGORY CASE STUDY
Moonshine has vast experience in building automotive brands including Peugeot, VW, Honda and Toyota. Each brand presents a different challenge. In France, Peugeot’s are the fun affordable, but in New Zealand Toyota owned that road, so we had to create an umbrella campaign that worked across the entire line and justified the premium price tag. Our solution was to lift the brand’s prestige, embracing the romance of the French and position Peugeot as ‘The Cheeky European.’ Given that our budget was tight, we made the “206 Love” ad for cost, backing our belief in its value to other markets. It was featured at the international conference and as a result it was bought by the entire Asia region. We produced ads and content, wrote and designed print ads, billboards and brochures, integrating various social media platforms into a cohesive, cost-effective and compelling digital campaign.
The new Honda Insight was a bit of a latecomer to the hybrid category, and its features were in parity with competitive brands. So our task was simply to break through the cluttered market with something eye-catching. We distilled the proposition ‘more power and fewer emissions’ into the “Less is More” campaign, which was so successful that Honda New Zealand sold more cars than the Australians who have five times the population, winning the effectiveness award for automotive. Our love for cars led us to making a pilot for a reality TV show about quirky car collectors. ‘The Road Trip’ featured enthusiast Tony Hope on a journey in his beloved BMW Libbee to find the ultimate road trip car. Five Facebook films we wrote and shot for Tourism New Zealand followed a couple on a romantic 2,000km odyssey in a 40-year-old VW Kombi. We reached over 30 million people worldwide and increased shoulder traffic to the country by 26%, proving the power of social media content.