Roy Kim | Creative Director
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Pioneer

Over the last decade, the relative ease of use and ability to carry passengers has sent the popularity of side-by-side off-road vehicles soaring in the off-road category. Much of that market share, however, belonged to companies such as Polaris and Yamaha.

To compete, Honda made great strides in technology and innovation, and brought new products to the market. In 2015, Honda introduced the Pioneer 500, a compact, capable, affordable, and fun side-by-side. The following year, they would release the Pioneer 1000 - the most powerful side-by-side ever produced.

We would be tasked on the marketing side to make a similar impact. And we would deliver. The Pioneer products would be amongst the top sellers in their respective categories.

AMERICAN HONDA MOTOR COMPANY
Pioneer SxS Family
Dailey & Associates

CREATIVE DIRECTION, ART DIRECTION, UI/UX, WEB DESIGN, PHOTOGRAPHY

Over the last decade, the popularity of side-by-side vehicles has been soaring in the off-road category. Much of that market share, however, belonged to Polaris and Yamaha.

So what do you do when you want to compete? You innovate. In 2015, Honda would introduce the Pioneer 500—a compact, capable, affordable, and fun side-by-side. The following year, the Pioneer 1000—the most powerful side-by-side ever produced.

Leaning on fun, impactful creative to drive marketing and awareness efforts, the Pioneer lineup would drive 4.5M pageviews in just 10 months, with sales of the Pioneer 1000 also skyrocketing to the top 4 in the category through 2016!

Pioneer 1000 TV Spot

Pioneer 500 TV Spot

Pioneer Print Ads

Pioneer Homepage

To match the ambition and anticipation of these innovative products, we would make the case to move from the decade old platform that all their current properties exist on, and create a first for Honda - a fully responsive web experience dedicated to the Pioneer family lineup. It would serve as the support hub for all efforts across TV, print, outdoor, online, email, and social.

Finally, we would undergo angle studies and photo treatment explorations to inform the look and tone of the site, as well as to ensure consistency across all product lines. Massive asset/content collection efforts took place in Big Bear, Mammoth, Vancouver, and Sequoia.

PIONEER 500 PRODUCT PAGE

DISPLAY BANNER ADS

Sets of banner ads rich with interactivity were developed to both support the advertising campaigns, as well as to highlight the work/fun benefits. They would prove to be highly effective in driving traffic and generating leads to our website.

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SOCIAL MEDIA POSTS

Because these products were highly anticipated, Facebook, Twitter, and Instagram would prove to play an integral part in our marketing efforts, in both raising awareness and excitement, as well as driving traffic to the new Pioneer website.

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