Julia Methold
MD / Head of Production at Bridle Production Ltd
London, Reino Unido
TituloImpossible Dream (120 sec)
Agência
Campanha Honda Power Of Dreams philosophy
Anunciante Honda Motor Co., Ltd.
Marca Honda
PostedMarço 2006
Sector Empresarial Automóveis
Legenda The Power of Dreams
Filosofia 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
Problema 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.
Resultado 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.
Tipo de Mídia Televisão e Cinema
Comprimento
Mercado Reino Unido
Produtora
Realizador
Director criativo
Director de arte
Director criativo
Redator
Director de arte Chris Groom
Redator
Account Manager
Artist
Produtor da agência
Produtor
Editor
Cinematografia
D.O.P/Lighting Cameraman
Empresa de design sonoro
Arrangement
Empresa de design sonoro
Arrangement
Supervisor de publicidade

People related to this work

Anúncios relacionados

Trending

Create a free Talent profile and become a member of AdForum

Get Started