“Honda Motos do Brasil” currently produces 27 models of motorcycles from 100 to 1000cc. They studied their consumer in order to make a both specific and attractive portfolio for each profile. Honda went beyond segmentation and saw different interests in one motorbike model.
An example is their 300cc motorbike, with a model for those who enjoy roads and speed and another for those who enjoy the land and the challenges of riding on clay.
The challenge of the agency was to communicate in the same campaign the two models, which are directed to public with completely different interests.