The Japanese car manufacturer has briefed its direct marketing agency Hicklin Slade & Partners to overhaul its customer relationship management strategy to boost loyalty.
The agency has created a welcome pack to be sent to all new owners from this month, including those who buy second-hand cars from Honda dealerships.
The mailing contains a 'Book of dreams', information on warranties and insurance and a form to provide the company with feedback on their purchasing experience. Recipients will also be able to opt to receive future mailings, such as details of model launches and advertising campaigns.
Honda customer dialogue manager Emma Morgan said the campaign was not simply about 'broadcasting its mission statement', but was intended to help 'customers understand the culture and philosophy of the company, developed since 1949'.
The pack contains inserts relevant to the model owned by the recipient. For example, owners of Honda's MPV, the FR-V, will receive an 'ECO' pack, which includes five-years servicing and three years insurance.
The 'Power of dreams' strategy was created by Wieden & Kennedy. A 60-second cinema execution for its FR-V model, which broke in November, is to be screened on TV this month.
The FR-V is also being promoted to children in car showrooms through a brochure featuring comic strips and a design-your-own Honda section.
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