Grey Group Indonesia wins creative mandate to launch Honda CB150R Streetfire motorcycle
One of Indonesia’s leading motorcycle manufacturers and distributors, PT Astra Honda Motor (AHM), has handed Grey Group Indonesia its creative mandate to launch its latest sport motorcycle model, Honda CB150R Streetfire.
Grey will roll out duties for above-the-line and below-the-line strategies, running through television, print, cinema, radio, Out-of-Home, digital, as well as a series of nationwide brand activation events.
A subsidiary of global automobile giant Honda Motor Co Ltd, AHM produces 4.2 million units of motorcycles each year, making it one of Indonesia’s largest motorcycle manufacturers. The launch of its latest sport motorcycle model, Honda CB150R Streetfire, reinforces its position and commitment to strengthen its foothold in the fast-growing premium sport bike industry. The model boasts a combination of the latest technology and design, targeting middle-class, adventurous and sporty male consumers, aged 18-25, living in urban or sub-urban areas in Indonesia.
“We were looking for a fresh and unique creative approach that will differentiate the product in a highly competitive market,” said Yusuke Hori, President Director, AHM. He continued, “Grey’s insights and strategic approach was inventive and they demonstrated a deep knowledge of the industry and target consumer behaviour. Through this partnership, I’m confident that we will further entrench Honda’s leading position in Indonesia’s motorcycle industry.”
“This was a highly competitive review, but Grey emerged through by focusing on providing strategic and creative solutions to the client’s brief,” said Agus Sudradjat, Chairman and CEO, Grey Group Indonesia. “The market for sport motorbikes in Indonesia is on a high growth trajectory. Our goal is to push the Honda CB150R Streetfire to penetrate through the market’s mid-sport bike segment,” he explained. “Our market expertise and vast understanding of local consumer sentiment allow us to continue to deliver value and add growth to our clients’ businesses,” he added.
Credits – Client Service – Senior Account Director: Ekananta Joesoepadi. Account Manager: Randi Sovprianadi. Account Executive: Anda Rachmanda. Creative Team – Executive Creative Director: Randy Rinaldi. Copywriters: Galih Dion Prayoga, Adhyasa Devindra. Art Directors: Berry Dawanas, Ogi Prayoga. Graphic Designer: Dastin Tedjakusuma. TV Producer: Atrie Irawan. Print/Radio Producer: Iman Soesanto. Media – Media Director: Ivanul Furkhan. Associate Media Director: Agung Budiono. Media Planner: Rizki Chairiah.