Campaign details

Brand: Honda
Agency: APCO Worldwide

Summary

Foreign-owned companies in the United States have never been under more scrutiny, or faced more pressure, to effectively tell their story than under the current Administration. Honda has been operating successfully in the United States for more than 50 years but felt it needed to increase awareness among key policy-maker audiences in Washington, DC about its contribution to the economy and to wider societal issues. Honda engaged APCO to create a largely online campaign to reach this elite DC-based audience and improve perceptions of the company relative to the rest of the automotive industry.

The result: Honda's improved significantly among this target audience. Post campaign research demonstrated that Honda was now perceived as the most effective foreign-owned car maker in the United States. 

Challenge