Honda: The Other Side
Martin Beverley and Martin Moll
Campaign details
Client: HondaAgency: Wieden and KennedyBrand: Honda
Summary
Honda sales were in dramatic decline.
They had halved since 2007.
The underlying reason was that Honda lacked desirability.
Which is a problem when car purchases are driven by badge appeal.
In addition, car purchase journeys are increasingly long, complex and fragmented.
It takes three months to choose a car.
We didn't have the marketing resources to create desirability across three months and multiple channels.
So, we asked ourselves a question:
'How do you create instant desirability...