Steve Brown
Digital Design at The Works
London, Reino Unido
TituloGrrr
Agência
Campanha Honda Power Of Dreams philosophy
Anunciante Honda Motor Co., Ltd.
Marca Honda
PostedOutubro 2004
Sector Empresarial Automóveis
Legenda Hate Something, Change Something
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
Comprimento
Mercado Reino Unido
Empresa de design sonoro
Director criativo
Director criativo
Director de arte
Redator
Director de arte
Redator
Director de arte
Redator
Produtor da agência
Realizador
Realizador
Produtora
Empresa de design sonoro
Group Account Director
Account Manager
Produtor da agência
Empresa de design sonoro
Empresa de design sonoro
Empresa de design sonoro
Account Manager
Editor
Animação
Produtor
Produtor
Produtor
Designer gráfico
Designer gráfico
Designer gráfico 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
Editor
Editor
Compositor
Music Producer
Letrista
Letrista
Letrista
Empresa de design sonoro
Marketing Manager
Produção musical
Animação
Animação
Empresa de produção
Arranjador de música

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