AHM launches Honda Verza 150 with an integrated campaign

The campaign is supported by TV, cinema, print and radio, as well as OOH and POS materials and on-ground promotional events, including test rides and exhibitions in a number of target cities. On the digital front, microsite development and engagement with online opinion leaders are in the pipeline, according to the agency.

The 60-second TVC was launched on 2 February and will run for one year. It shows Verza 150 as a top entry-level sport motorcycle.

“We are excited to launch the Verza 150, as the model was developed after a thorough research into the needs of the Indonesian consumers, making it the best offering in the entry-level sport motorcycle category,” said Yusuke Hori, president director of AHM. “We are confident that Grey’s innovative branding strategies and in-depth knowledge of the local consumer mindset will help us in our continuous commitment and strategy to capture and make further headway into the domestic sport motorcycle market.”

Agus Sudradjat, chairman and CEO of Grey Group Indonesia, said AHM is a market leader in the automotive industry, so the agency is aiming to produce similarly strong brand communications that will deliver tangible results to the client’s bottom line.

“It’s a very competitive industry. Competitors compete by launching their products during the same time frame,” Sudradjat told Campaign Asia-Pacific. “Verza is an affordable top quality sport motorcycle that not only fulfils the aspirations of a motorsport enthusiast, but is also a stylish motorcycle for various occasions and purposes — for a hobbyist, a daily commute to work, enhancing one’s social life with family and friends, etc.”

Grey Group Indonesia won the account following a competitive two-way review in November last year. The agency is responsible for developing a creative concept and brand strategy for an integrated communications campaign that will run across television, print, digital, radio, point-of-sale and brand activation materials, as well as media planning nationwide.

Credits
Client Astra Honda Motors
Agency Grey group Indonesia
Agency CEO Agus Sudradjat
Senior account director Ekananta Joesoepadi
Account manager Randi Sovprianadi
Account executive Wawan Ismanto
Executive creative director Randy Rinaldi
Art directors Kevin Reinaldo / Berry Dawanas
Copywriters Zega Rizaldi / Galih 'Galon' Prayoga
Designer Dastin Tedjakusuma
Agency producers Atrie Irawan / Iman Soesanto
Production house Nayfosindo, Jakarta
Executive producer Fairus Sofyan
Film director Abimael Gandy
D.O.P Keong
Post production Post Indonesia, Jakarta
Audio house Egg Production, Jakarta
Musician/singer Adrian Martadinata