A still from Honda's latest campaign in the UAE.Al-Futtaim Trading Enterprises Honda, in partnership with Memac Ogilvy, has launched a campaign that creatively hijacks the promises plastered across delivery motorcycles throughout the UAE.
The campaign tapped into the insight that a majority of delivery bikes in the UAE are Hondas. Therefore, when when a delivery app in the UAE promises ‘Groceries in 30-minutes’ or ‘Lightning-fast delivery,’ there’s one reason they can: Honda.
Titled Honda Delivers, the campaign launched with a series of OOH ads featuring real orders on real Honda delivery bikes, captured on the streets of the UAE. Each piece seamlessly took every delivery platform’s tagline and made it part of Honda’s message – making every order an ad, every delivery an impression, and every red light a media stop.
“When we realised just how many delivery bikes were Hondas, it was a simple but powerful truth hiding in plain sight. Once you see it, you can’t unsee it.” said Gautam Wadher, Chief Creative Officer at Memac Ogilvy Dubai. “The campaign establishes Honda’s undeniable presence in everyday life across the UAE.”
Ironically, the bikes powering deliveries across the country aren’t even Honda’s fastest. Which is why the campaign invites consumers to test ride Honda’s wide range of models.
With every bike on the road doubling as a Honda billboard, the brand aims to make one thing clear – when the UAE delivers, it’s on a Honda.
Credits:
Brand: Al-Futtaim Trading Enterprises Honda
Managing Director, Al-Futtaim Trading Enterprises: Marco Melani
General Manager Marketing, Al-Futtaim Automotive : Roxane Magbanua
Brand Director, Al-Futtaim Trading Enterprises Honda: Arshad Hasan
Marketing Communications Manager, Al-Futtaim Trading Enterprises Honda: Homer Gagalang
Marketing Executive, Al-Futtaim Trading Enterprises Honda: Zeinab Abdelaziz Osman
Advertising Agency: Memac Ogilvy, Dubai, United Arab Emirates
Chief Creative Officer: Gautam Wadher
Senior Creative Director: Alok Mohan
Associate Creative Director: Eduardo Cesar
Senior Copywriter: Rebecca Ann Menezes
Senior Art Director: Lina Maria Leal
Head of Arabic: Shadi Kharmacho
Senior Visualiser: Andre Souza
Animator: Antonio Geagea
Motion Designer: Lucas Fuse
Managing Partner: Kevin Kurian
Account Director: Ashleigh Morgan
Senior Account Manager: Farah Ibrahim
Head of Social: Karl ElHitti
Chief Strategy Officer: Mario Morby
Head of Strategy: Bhaskar Bateja
Social Media Director: Ahmed Nour
Senior Social Media Manager: Beverney Shane
Social Media Manager: Mohamad Zibara
Media Agency: PHD
Regional Senior Director – Investments: Ihab Halawy
Investment Director: Sunoj Devan
Production House: Liwa Content Driven
Executive Producer: Sagar Rege
Executive Producer: Shweta Sandeep
Producer: Aditi Heda
Associate Producer: Gauthami Katwe
Photographer: Thiago Neves
BTS Videographer: Allen Toms
Art Assistant: Kashan Rizvi
Location Manager: Hashem Reyashi
Equipment Rental: Action Films
