Honda Civic: Psicodriving

Rather than trying to outspend brands with bigger budgets, Honda decided to become the first automotive brand in Spain to develop its own branded TV content - the mini-series, “Psicodriving”.

Honda Civic: Psicodriving

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

Campaign details

Brand owner: Honda AutomobileAgency: Starcom Mediavest Group IberiaBrand: Honda CivicCountry: SpainIndustry: Compact, small family carsMedia budget (USD): Up to $500kChannels 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands