HONDA POWERSPORTS
"THERE ARE NO MORE REBELS"
360 Campaign
Agency:  Rauxa/Cats on the Roof

"THERE ARE NO MORE REBELS" is more than just a tagline.  I wanted it to be a dare.  A challenge.  A taunt.  Prove us wrong.  Because Honda Motorsports faces the same problem the entire motorcycle industry faces:  Millennials just aren’t buying motorcycles.  So let's embrace that.  Let's dare them to be different.  And let's show them what it feels like to be a rebel.

I conceived every piece of this integrated campaign -- from the tagline to brand content to social media.  Highlights of this campaign for the Honda Rebel 500 & 300 included:

• Launching two Branded Video Series targeting Millennials and capturing the rebel spirit
• Reimagining Honda Motorsports social channels to speak to the more casual biker​

BRANDED CONTENT/VIDEO SERIES:  "MAKING TRACKS”

In each episode of this Music Video series, the Host and a Musical Guest strap guitars to the back of their Honda Rebel motorcycles and bike to an awesome LA Location (Venice, Malibu, Griffith Park) where they play a song together, which also gets released as a downloadable song and a music video.  The series appeals to Millennials who follow these musical stars/influencers.  And it highlights the freedom of riding a motorcycle that you can easily park anywhere to access amazing locations where you can do whatever you want to do.

​BRANDED CONTENT/VIDEO SERIES:  "ROOKIE REBELS"

​Hosted by a well-known personality who drives a motorcycle, each episode features a “Rookie” who has never hopped on a bike before.  As our Host teaches the Rookie how to ride, we’ll capture that first moment of motorcycling nirvana when they experience their first ride on the open road.  Witness the birth of another rebel.  The “Rookies” would be personalities Millennials care about and relate to:  YT influencers, CW-type actors, college athletes, etc.  The series shows the target demo how easy and fun it is to learn to ride.

REIMAGINE HONDA MOTORSPORTS SOCIAL CHANNELS

 The Honda Motorsports IG feed was heavily focused on professional powersports like motocross that have a strong niche appeal.  So it doesn't connect with casual motorcyclists and first-timers.  I proposed changing the very DNA of the social channels:

• To inject some fun/humor, I conceived a social series called "Bikes Looking for Love."  We'll create dating profiles for Honda motorcycles as if they’re single bikes looking to hook up with a new owner:
  • “This Interceptor hates 2 things -- garages and traffic”
  • "This Goldwing F6B likes the open road and somebody who knows where they're going in life”
• Instead of pix of motocross, the social feeds would be stocked with snackable content like "TRIP TIPS" -- helpful hacks for taking weekend day-trips on your Rebel bike.