Honda Civic: Psicodriving

Roser Puig, Elena Gris and Daniel Martínez Tessier
Starcom Mediavest Group, Honda, Spotless

Campaign details

Brand owner: Honda Automobile
Agency: Starcom Mediavest Group Iberia
Brand: Honda Civic
Country: Spain
Industry: Compact, small family cars
Media budget (USD): Up to $500k
Channels used: Branded content, Social media

Executive summary

In 2012, the Spanish automotive sector was suffering during the country's recession. During the first half of the year, Honda's most important launch in the Spanish market was the new Civic, but the launch had not generated the hoped-for increases in awareness or sales. The new Civic was also more expensive than its predecessor and the brand needed to change its target buyer.