Kim Papworth
Creative Director at Wieden + Kennedy
London, 英国
标题Grrr
广告公司
广告战役 Honda Power Of Dreams philosophy
广告主 Honda Motor Co., Ltd.
品牌 Honda
Posted10月 2004
行业领域 轿车
广告口号 Hate Something, Change Something
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 英国
音效设计公司
创意总监
创意总监
美术指导
文案
美术指导
文案
美术指导
文案
广告公司制片
导演
导演
制作公司
音效设计公司
Group Account Director
客户经理
广告公司制片
音效设计公司
音效设计公司
音效设计公司
客户经理
剪辑师
动画
制片
制片
制片
Graphic Designer
Graphic Designer
Graphic Designer
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
3D Modelling / Texturing / Animation
Compositor
Compositor
Compositor
剪辑师
剪辑师
音乐作曲家
Music Producer
Music Lyricist
Music Lyricist
Music Lyricist
音效设计公司
Marketing Manager
音乐公司
动画
动画
剪辑公司
音乐编曲

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