Honda: The Other Side

This case study describes a digital campaign for the launch of the Honda Civic R car in the UK, which used an interactive story to turn around a brand decline and attract younger drivers.

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...

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