What the H?
Part retail, part brand campaign, ‘What the H?’ demystified the car buying process by translating the most common car buying questions and jargon into normal human speak. So every buyer would know ‘What the H(onda)?’ they were getting at every point of their car buying journey.
A suite of dynamic display banners and social animations got inside people’s car-buying minds.
We put car buyers in the driver’s seat with a simple tool that helped them find their perfect Honda.
OOH was used to create awareness at launch and get car buyers wondering “What the H is this all about?"
We then served up more specific retail messaging to drive consideration and conversion.
And it wouldn’t be a car campaign without some radio spots, press ads and dealership POS.
Agency: Leo Burnett Melbourne
Role: Associate Creative Director, Copywriter
Creative Collaborators: Blair Kimber, Matt Caminiti, Chris Jovanov, Emma Clowes, Kat Matic, Jason Williams