Bill Smedley
Monteur at House 337
London, Royaume-Uni
TitreChoir
Agence
Campagne Honda Power Of Dreams philosophy
Annonceur Honda Motor Co., Ltd.
Marque Honda
Mise en ligneMai 2006
Secteur d'activité Voitures
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
Problème 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.
Résultat 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.
Type de média Télévision & Cinéma
Longueur
Marché Royaume-Uni
Maison de production
Directeur de création
Réalisateur
Directeur de création
Concepteur / rédacteur
Concepteur / rédacteur
Concepteur / rédacteur
Directeur artistique
Directeur artistique
Directeur artistique
Producteur, agence
Producteur
Responsable de budget agence
Responsable de budget agence
Monteur
Lighting Camera-Person
Compositeur de musique
Sociéte de création sonore
Sound Engineer
Account Handler

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