Honda Civic 2012: How to launch a car without a car
Wieden+Kennedy London
Advertiser: Honda Motor CompanyBrand: HondaCountry: United Kingdom
Objectives
Adverts don't sell cars.
Dealers sell cars.
Adverts, or communications in general, can either make people consider a brand or they candrive people to do something (download a brochure, request information, take a test-drive).
Only DIRECT (price or offer-led) communications actually get people to directly purchase.
So the objectives set for our activity by the client were not about sales targets.
We had to get people to stay interested whilst there was...