The IPA ran a Fast Strategy day - teams were given a brief by Honda. This was our (winning) response. Essentially the brief was to give them a launch strategy for a new Honda Hybrid that is launching in 2009. It will be about £5k less then Prius. That's it. That's the brief. What would you do?

1. IPA Fast Strategy - a response to Honda in 3 hours An IPA Fast Strategy presentation October 2008

2. Sell 10k cars in 2009

3. 9,551 Hybrid cars YTD

4. 119,000 diesel C-Class cars sold 188,000 Petrol C-Class cars sold

5. HYBRID THE CAR “ They’re all smug” “ Don’t understand It” “ Don’t believe it” “ Expensive…”

6. What do we want to do Position the Honda Insight for a mainstream audience, going beyond the Hybrid world

7. Target Audiences Families My world Empty Nesters Savvy Influencers Kids, Journos Dealers Footfall User-Chooser Incentive?

8. It’s all gone Pete Tong

11. ‘ Planet We’ to ‘Planet Me’

12. The Eco-nomic Balance ECO ECO-NOMICS

13. Social Mission On Brand Audience Appeal Cultural Relevance

14. WASTE NOTHING On Brand Audience Appeal Cultural Relevance

15. Waste Nothing with added Hondaness Germanic Joyful

16. Expressions “ Waste Nothing” Cost of ownership Technology Behaviour

17. Activation Families Communal Empty Nesters Best buys Influencers Kids: Science vs waste Journos: Lifestyle PR Dealers Biz programme Free Smart driving User-Chooser Shared savings

19. It’s all about a Social Mission WASTE NOTHING