Honda Odyssey: Be our best critic
Principal author: Ilona Janashvili, Leo Burnett MelbourneContributing author: Emily Gould, Leo Burnett Melbourne
The strategic communications challenge was to launch the all-new 2014 Honda Odyssey people mover, to reinvigorate the model and rebuild trust in the Honda brand. There was however, a small but significant detail standing in our way.
Australians don't love People Movers, they love SUVs
There are a total of 14 brands within the People Mover category, competing for approximately 10,000 units in annual sales1. People Movers have been in decline year on year, as SUVs grow...