Honda Odyssey: Be our best critic

This case study describes how Honda, the automaker, engaged Australians by inviting them to critique its Odyssey people-mover; this reinvigorated the model and rebuilt trust in Honda.

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...

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