Steve Brown
Digitales Design at The Works
London, Großbritannien
TitelGrrr
Agentur
Kampagne Honda Power Of Dreams philosophy
Werbende Honda Motor Co., Ltd.
Marke Honda
PostedOktober 2004
Geschäftsbereich Autos
Slogan Hate Something, Change Something
Philosophie Our task was clear – get Honda onto people’s shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars.


Honda’s corporate culture and history are uniquely compelling. Mr. Honda himself was a fascinating, unexpected character. Not to tell these stories would have been a communications crime. So we told them in a series of brand and product ads that explain Honda’s ‘Power Of Dreams’ philosophy
Problem When Honda came to us, they were underperforming in the UK car market.


One of the most striking reasons for this under-performance was their recessive image. They were seen as dull but reliable. Good engineers, but uninspiring car makers. The car market is too cluttered and too complicated for people to consider many car brands. The more recessive ones fade from people’s attention very quickly.
Ergebnis Since we started working with Honda in 2002, their sales are up 55%. Consideration of Honda for next car is up from 12% in 2002 to 26% in 2006. Ad awareness is ahead of rivals VW and Toyota on a fraction of their spend. The campaign has delivered over £400m in incremental sales revenue and has helped Honda's website become most visited of any car manufacturer.
Medientyp Fernsehen
Länge
Markt Großbritannien
Tonstudio
Creative Director
Creative Director
Art Director
Texter
Art Director
Texter
Art Director
Texter
Agency Producer
Regisseur
Regisseur
Produktionsfirma
Tonstudio
Group Account Director
Kundenbetreuer
Agency Producer
Tonstudio
Tonstudio
Tonstudio
Kundenbetreuer
Cutter
Animation
Produzent
Produzent
Produzent
Grafik-Designer
Grafik-Designer
Grafik-Designer Adam P
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
Compositor
Compositor
Compositor
Cutter
Cutter
Komponist
Music Producer
Liedtexter
Liedtexter
Liedtexter
Tonstudio
Marketing Manager
Produktionsfirma
Animation
Animation
Redaktionsbüro
Musikalische Bearbeitung

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