Julia Methold
MD / Head of Production at Bridle Production Ltd
London, 英国
标题Impossible Dream (120 sec)
广告公司
广告战役 Honda Power Of Dreams philosophy
广告主 Honda Motor Co., Ltd.
品牌 Honda
Posted3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 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 影视
长度
市场 英国
制作公司
导演
创意总监
美术指导
创意总监
文案
美术指导 Chris Groom
文案
客户经理
Artist
广告公司制片
制片
剪辑师
电影
D.O.P/Lighting Cameraman
音效设计公司
Arrangement
音效设计公司
Arrangement
客户主任

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