Honda wanted to convince more parents to buy dirt bikes for their kids. Mmmmm….I don’t know about your parents, but my parents would be tough to convince. So, how did we convince parents to buy their kids a potentially life-threatening machine? Make it outshine that other perennial bane of parenting, video games and social media.
Unplug your kids.
It’s a timely today as it was when we did it. Maybe a little more so.
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When it came to selling dirt bikes to adults, we had a different problem: clone bikes from China selling at a cheap discount. People were buying cheaper clone bikes and then tuning them up with aftermarket parts. When all was said and done, that attractive cost differential disappeared. The insight was simple, with Honda you got all those tuned-up, aftermarket parts already added. Basically, race-ready out of the box. ‘Race-ready’ was fine, but we could do better.
Battle Ready.
Featured in Communication Arts
