"Project 96" Wagon
Industry ®
Manufacturing
Scope of work
Go To Market Campaign
Timeline
Oct 2020 - Nov 2021
Campaign Brief
The Fifteen52 "Project 96" Heritage Build with Honda Racing Development
Spearheaded the strategy and marketing rollout for "Project 96", a high-profile OEM collaboration between Fifteen52 and Honda Performance Development (Now HRC). Conceptually rooted in recreating Honda's cult-classic JTCC touring car heritage, the dual-purpose build served as the launch platform for Fifteen52's new wheel line while driving global promotional visibility for Honda’s Civic Type R crate engine program.
Production & Execution
Omnichannel Scale, Web Traffic Lift & DTC Revenue Growth
This campaign generated over 20M+ multi-channel impressions across tier-one automotive press, OEM distribution channels, and social media. The launch drove a massive surge in website engagement and product page traffic, contributing to a 107% direct-to-consumer revenue increase ($700K+ to $1.45M) over a two-year period through an organic, evergreen content strategy, flexibility and nostalgia of the design approach.
0m+
0m+
Impressions
10%
10%
DTC Online Revenue Growth (2 Year)
Personal Takeaways
Leveraging Legacy & Authenticity to Fuel Fan Loyalty and Market Expansion
Project 96 proved that honoring real motorsport heritage while partnering with a major OEM is an unbeatable formula for driving brand hype and real revenue. By bridging the gap between Honda’s corporate engineering goals and our core enthusiast community, we built a repeatable blueprint for co-branded launches, elevating Fifteen52 into a trusted OEM partner while powering over 100% in sustainable, high-margin e-commerce growth.