CJ WORX Bangkok launches new Honda CRF Rally motorcycle via a remote and inaccessible showroom event in the wilderness
Honda Motorcycle in Thailand has launched the new model of the CRF under the concept of ‘There’s No End of the Road.’ The campaign aims to underline the off road orientation of the CRF and its ability to make its way out of any terrain and serves the needs of all Enduro riders.
Together with agency CJ WORX Bangkok, Honda Motorcycle launched “The Off Grid Showroom”, Thailand’s first outdoor showroom branch in the middle of the wilderness that has no road to it.
The remote outdoor showroom has a welcoming staff, a salesperson, office furniture, water dispenser, a restroom. Everything that one expects to see in a motorcycle showroom can be seen at this Pong Din Dum branch.
The whole mountain was turned into a showroom, where the MC of the live event had to test ride the new CRF and make his way from the reception area to the sales department located on the other side of the mountain. Showing the real live test ride instead of listing technical information from a script in a set-up studio is something that is totally different from all the previous launch events that Honda Motorcycle has even done before.
The launch proved to be a live experience that Enduro riders were truly excited to engage with.
The result of the live launching event was better than expected. The limited CRF300RALLY DIRT ADDICT Edition was sold out only 3 hours after the launch, and test ride activity was fully booked as soon as the live event was over.