When the Fit first launched in 2007, it was the benchmark standard for subcompact cars within a much less crowded market. Fast-forward to 2014 and the market is saturated with subcompact hatchbacks, with nearly every major car manufacturer offering a similar experience to the original Fit.

The challenge from Honda was to help change the perception of the Honda brand to appeal to a younger consumer and become the segment leader once again. It’s a new vehicle for a new generation of Honda buyers.

Millennials expect their products to be flexible and able to handle whatever life throws at them; our Honda Fit fits the bill. To communicate this, we focused on the Fit’s most compelling feature for millennials: adaptable Cargo Space to fit their adaptable lifestyles.

#FitWhatever was our campaign motto to communicate this message about the all-new Fit and help us listen to what our audience had to say. We launched with a 4-month campaign that spanned television, online, out-of-home, social, and dealerships nationwide. So far, the OOH boards have garnered international attention and our video series has been viewed over 4 million times on YouTube alone.

More importantly, the campaign has generated positive business results for Honda Canada. Traffic to the Fit website was up 60% and Fit sales were up 43% over last year, putting us on track to make the new Fit one of Honda’s most successful new car launches.

What can you fit in a Fit? For the launch of the 2015 Honda Fit, we decided to find out. And we helped dealers demonstrate it with a versatile point-of-purchase tool.

Inspired by the 52.7 cubic feet of storage in the Fit, we created a set of boxes with images of cargo printed on each side. When placed side-by-side, the boxes create an image of the object that is true to life. A bicycle, a snowboard, a guitar with an amp – the dealer can simply rearrange the boxes and place them inside to give prospective buyers a sense of how easily their cargo can fit.

So how’d we do? The dealers loved the tool and the ability to “prove” just how spacious the Fit is. And customers were surprised and convinced that it wasn’t just “markeing speak”. Traffic to the Fit website was up 60%. And Fit sales were up 43% over last year.

This campaign really got noticed and the results speak for themselves:

• Over 4.3 Million Youtube views for the video series.

• International press and attention on social media for innovative 3D OOH billboards.

• 68% increase in Fit model page views on Honda.ca, over 30,000 more views per month.

• 69% increase in daily online builds for the Fit on Honda.ca (a key purchase indicator in the auto industry).

• Over 20,000 new followers gained across Honda.ca social media channels.

• Broke an 8-year-old all-time November sales record for Honda Canada, due to the overwhelming demand and strong sales of the new FIT in just the second month after it first launched.

• Overall Fit sales are up 42.5% YTD compared to last year.

• The 2015 Fit has been one of the most successful new car launches for Honda Canada.