Honda: King of the Hell

This case study shows how Honda, the automotive brand, positioned its new type R in the UK to be driven 'like you stole it,' creating a new brand attitude and fresh customer base.

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...

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