Honda Motor is known for their motorbikes and therefore, already has a very high awareness for the brand itself. However, due to the high number of motorbike types that falls under the brand, it was not uncommon for people to know the brand but not the products, except for the very famous ones such as Honda Beat and Honda Vario. At the time, Honda was launching a new product line called Honda PCX and wanted to generate as much awareness as possible with this new line. To further support the launch, Honda also organized touring events all across Indonesia, with the one at East Java located from Surabaya to Prigen.

With this in mind, we decided to utilize the most famous local newspaper with the biggest number of readers in East Java called Jawa Pos. We continually published the advertisement for 3 consecutive months (April until July) with some advertisement focused more on the product line and the other focused more on the touring events scheduled in the following months.

After months of advertisements, awareness for the product line increased significantly as people started recognizing that this is Honda Motor’s newest launch and as such the public anticipation for the touring event started increasing massively. At the end during the event, in East Java particularly, there was a great public participation and another huge increase in awareness. From then on, Honda PCX has started growing in sales and now known as one of the most popular Honda Motor’s product line in Indonesia.