Honda: King of the Hell
Karmarama
Campaign overview
Despite Honda's heritage with sporty hatches, its Civic TypeR audience saw the brand as one for older generations more comfortable in a Honda Jazz. But the TypeR is the anomaly in Honda's range: the one that's designed to be driven 'like you stole it'.
King of the Hell broke through its audience's perceptions to create an intense brand attitude that delivered huge immediate results and a valuable new long-term customer base.
Strategy
Leveraging a great customer insight that young petrol-heads believe themselves to be superior drivers to the rest of us, Honda...