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''Winner's Circle'' Builds Honda's Warrenty Sales

The "Winners' Circle" program logo and theme were designed around the popular motocross cross-country motorcycle race, and featured the No. 1 plate that is awarded to winners. Honda is a leader in production of off-road motocross bikes and a sponsor of the No. 1 team in the sport. Therefore, the logo and theme were a natural tie-in for use in printed material. A four-color, custom brochure introduced the campaign. The brochure displayed the 35 merchandise awards offered and outlined the program details. A toll-free interactive voice-response system was used to report sales and receive points. For each contract sold, the participant received 100 points. A professionally produced script for the voice-response system welcomed participants to the "Winners' Circle" program. To create excitement, recordings of three motocross races were played randomly and scripted to sound as if you were at the race. Depending on the race heard while logging in, an extra 25, 50, or 100 points per contract were added. Additional flyers were sent monthly, featuring new merchandise for seasonal or demographic appeal. To encourage participants to start Christmas shopping early and redeem points, Sellutions created a four-color Christmas card with Santa in motorcycle garb riding a Honda. Participants were also eligible to win a prize in a monthly random drawing. The grand prize was a trip valued at $2,500. The American Honda Travel Fantasy featured different destinations each month and included a Romantic Escape Cruise for two, snowboarding in the Rockies, and a family travel award. Winners could choose where they wanted to go—within budget.