Kim Papworth
Creative Director at Wieden + Kennedy
London, 英国
标题Cog
广告公司
广告战役 Honda Power Of Dreams philosophy
广告主 Honda Motor Co., Ltd.
品牌 Honda
Posted6月 2003
产品 Accord
行业领域 轿车
广告口号 Honda. The power of dreams.
剧情简介 The 2 minute commercial, entitled “cog”, uses over 85 individual parts of the new Accord which precisely and intricately “knock on to” and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed.
哲学 Our task was clear – get Honda onto people’s shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars.


Honda’s corporate culture and history are uniquely compelling. Mr. Honda himself was a fascinating, unexpected character. Not to tell these stories would have been a communications crime. So we told them in a series of brand and product ads that explain Honda’s ‘Power Of Dreams’ philosophy
问题 When Honda came to us, they were underperforming in the UK car market.


One of the most striking reasons for this under-performance was their recessive image. They were seen as dull but reliable. Good engineers, but uninspiring car makers. The car market is too cluttered and too complicated for people to consider many car brands. The more recessive ones fade from people’s attention very quickly.
结果 Since we started working with Honda in 2002, their sales are up 55%. Consideration of Honda for next car is up from 12% in 2002 to 26% in 2006. Ad awareness is ahead of rivals VW and Toyota on a fraction of their spend. The campaign has delivered over £400m in incremental sales revenue and has helped Honda's website become most visited of any car manufacturer.
媒体类别 电视
长度
市场 Europe, 英国
Soundtrack Rapper's Delight
制作公司
音效设计公司
录音室
导演
广告公司制片
美术指导
文案
制片
音乐
执行创意总监
执行创意总监
摄影指导
制作公司
制片
制片
制片
剪辑师
剪辑公司
特效
特效
音效设计公司
First Assistant Director
剪辑公司
音乐公司
客户主管
剪辑师
音效设计公司
音效设计公司
灯光主管/照明
音效设计公司
客户总监
Marketing Manager

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