Honda: Fulfilling the Malaysian dream
YouLi Hooi and Kenny Lim
Campaign details
Brand owner: HondaAgency: Starcom MediaVest GroupBrand: HondaCountry: MalaysiaChannels used: Events and experiential, Games and competitions, Internet - general, Product and other sampling, Product placement, Radio, Social media, Sponsorship - event or property, Sponsorship - mediaMedia budget: Up to 500k
Executive summary
In Malaysia, Honda has always been perceived as the car most preferred by Chinese drivers but the brand had struggled to connect with the Malay community, which accounts for over half of the entire population.
Honda...