Civic – An extreme makeover
John Laurence – DDB South Africa
This document will explain how Honda South Africa and DDB South Africa worked together to take a product with a staid, conservative image and turned it into the hottest property in the C Sedan segment of the market. Not only did this change the way people viewed the brand, it resulted in a 445% year-on-year increase in sales and moved Honda into a new era of its history in South Africa.
2. THE BACKGROUND
2.1. Mercedes Benz to Honda South Africa
Prior to December 2000, Honda motor...