Solution
To launch the new Honda CR-V, we created a comprehensive strategy, putting the conversation first on social media.

The first stage was to launch the mini-site asimelaimagino.com and invite people to say how they imagine the new CR-V. Among all participants, a test drive with this new model and an additional dinner at one of the best restaurants in the city would be given to the winner and a companion.

The second stage was to take all those comments about how they imagined it and put them in the teaser press materials, where the graphic did not reveal the car because of people’s comments.

The third stage was to unveil the car by decreasing the comments. But, after the launch, how to maintain attention?

The fourth stage was to document the winner’s test drive, where strategically one was chosen where it did not coincide with what had been imagined, generating a topic of conversation. But… who would create the topic? The winner did not know that for the test drive, he would be accompanied by a national TV figure, which made the trip much more entertaining.

Results
In terms of content:

• 187 participants were obtained within 2 weeks on asimelaimagino.com
• The video generated more than 97,000 views, over 320 reactions, 28 shares, and more than 100 comments.

In terms of sales:
The car exceeded sales forecasts and has been one of the best-positioned models for our client, Excel Automotriz Honduras.