Honda Civic

John Griffiths

Campaign in 1999 for Honda Civic. Objective: reposition brand, reach wider audience.
Author: John Griffiths

Honda Civic

THE CHALLENGE

The Civic is Hondas best selling car in the UK. So there is an ongoing requirement to advertising the car. BUT

  • The Civic is one of the most expensive cars in its sector. The perceived price difference between Civic and its rivals is more extreme than it actually is.
  • It had a dull driver image, its solidity and dependability made the Civic particularly attractive to the upmarket end of the grey market who incidentally have extra...

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