标题 | Choir |
广告公司 | Wieden+Kennedy |
广告战役 | Honda Power Of Dreams philosophy |
广告主 | Honda Motor Co., Ltd. |
品牌 | Honda |
Posted | 5月 2006 |
行业领域 | 轿车 |
哲学 | Our task was clear get Honda onto peoples shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars. Hondas 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 Hondas 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 peoples 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 | 影视 |
长度 | |
市场 | 英国 |
制作公司 | Partizan Los Angeles |
创意总监 | Kim Papworth |
导演 | Antoine Bardou-Jacquet |
创意总监 | Tony Davidson |
文案 | Ben Walker |
文案 | Michael Russoff |
文案 | Matt Gooden |
美术指导 | Matt Gooden |
美术指导 | Ben Walker |
美术指导 | Michael Russoff |
广告公司制片 | Helen Whiteley |
制片 | David Stewart |
客户经理 | Francesca Sellers |
客户经理 | Jonathan Tapper |
剪辑师 | Bill Smedley |
Lighting Camera-Person | David Ungarro |
音乐作曲家 | Steve Sidwell |
音效设计公司 | Owen Griffiths |
Sound Engineer | Niall Acott |
Account Handler | Jonathan Tapper |