标题 | Impossible Dream (120 sec) |
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 | 3月 2006 |
行业领域 | 轿车 |
广告口号 | The Power of Dreams |
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 | Stink Films |
导演 | Ivan Zacharias |
创意总监 | Tony Davidson |
美术指导 | Tony Davidson |
创意总监 | Kim Papworth |
文案 | Kim Papworth |
美术指导 | Chris Groom |
文案 | Sean Thompson |
客户经理 | Francesca Sellers |
Artist | Simon Day |
广告公司制片 | Julia Methold |
制片 | Nick Landon |
剪辑师 | Filip Malasek |
电影 | Janice Velicky |
D.O.P/Lighting Cameraman | Jan Velicky |
音效设计公司 | Johnnie Burn |
Arrangement | Johnnie Burn |
音效设计公司 | Jack Sedgwick |
Arrangement | Jack Sedgwick |
客户主任 | Matt Coombe |