Relaunching an Icon
"What Lies Beyond"
The Honda Gold Wing first splashed onto the scene in the mid ‘70s, and garnered an instant following. Yet by 2017, the bike had a reputation as a rolling “couch on wheels.”
Honda got to work redesigning the bike, and tasked us with relaunching it to a global audience, inspiring a whole new set of riders and shattering perceptions along the way.
Client
Honda
Category
Motorcycles
Type of Work
Experience Design
Creative Direction
360 Global Campaign
Integrated Production
KPI Strategy
Analytics
For the relaunch, the team developed a 5-episode video series to launch the new Gold Wing. This first episode set the stage, teasing what’s to come by celebrating the spirit of discovery and Honda’s unique role in riding culture.
Video: Beyond the Screen To break existing perceptions, we cast the new Gold Wing in a thoroughly modern, performance-oriented light. With no exaggeration.
My team and I focused on the experience design, starting with each new episode and phased rollout was supported with email to opt-ins and new registrants we collected along the way. And interest was clearly piqued, as email responses generated well over a 10-fold increase in site traffic.
The video series and website worked in tandem, rolling out in 3 phases and offering new content along the way. The design was simple and linear, providing a rich experience that kept users engaged and coming back for more. With the average time spent per visitor at 6.3 minutes we think we hit the mark!
What Lies Beyond
