Astra Honda Motor and Grey Group ask motorcycle buyers to challenge their guts

The campaign comes after the brand handed creative duties to Grey Group Indonesia last year, following a competitive three-way pitch in August. The appointment will see Grey roll out above-the-line and below-the-line advertising, running through television, print, cinema, radio, out-of-home and digital, as well as a series of nationwide brand-activation events.

A subsidiary of global automobile giant Honda Motor, AHM produces 4.2 million motorcycles each year. The Streetfire, the latest sport model, targets middle-class, adventurous and sporty male consumers aged 18 to 25, living in urban or suburban areas in Indonesia.

“The market for sport motorbikes in Indonesia is on a high growth trajectory,” said Agus Sudradjat, chairman and CEO at Grey Group Indonesia.

While the objective of the campaign is to increase top-of-mind brand recall amongst the target audience, Sudradjat also noted that the brand wants to penetrate the market’s mid-sport bike segment to strengthen AHM’s foothold in the fast-growing premium sport bike industry.

With the tagline “Tantang nyalimu!” (“Challenge your guts!”), the first phase of the year-long campaign consists of a 60-second television spot launched on 12 December. Other elements of the campaign will be launched gradually.