Our research showed that the consumer of this product is extremely interested in action films. Within this context, our idea was to include the consumer in a movie launch experience.
Using the same format as movie trailers in CTV, the aim of our piece was to show that the CB 500F is available in stores, and just waiting for its stars to shine on the roads and highways.
In addition to TV spots, the campaign included the Internet, social media, and point-of-sale materials, all based on the movie and film experience.