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...