Honda - "Choir"

Wieden+Kennedy

Wieden+Kennedy London, Regno Unito

Premi

15053

Marca: Honda
Paese: Regno Unito

Cliente: Honda Motor Co., Ltd.

Titolo	Choir
Agenzia	Wieden+Kennedy
Campagna	Honda Power Of Dreams philosophy
Cliente	Honda Motor Co., Ltd.
Marca	Honda
Posted	Mag 2006
Settore	Auto Nuove
Filosofia	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
Problema	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.
Risultato	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.
Tipo di Media	Televisione e Cinema
Lunghezza	120 seconds
Market	Regno Unito
Casa di Produzione	Partizan Los Angeles
Creative Director	Kim Papworth
Director	Antoine Bardou-Jacquet
Creative Director	Tony Davidson
Copywriter	Ben Walker
Copywriter	Michael Russoff
Copywriter	Matt Gooden
Art Director	Matt Gooden
Art Director	Ben Walker
Art Director	Michael Russoff
Agency Producer	Helen Whiteley
Producer	David Stewart
Account Manager	Francesca Sellers
Account Manager	Jonathan Tapper
Editor	Bill Smedley
Lighting Camera-Person	David Ungarro
Music Composer	Steve Sidwell
Sound Design Company	Owen Griffiths
Sound Engineer	Niall Acott
Account Handler	Jonathan Tapper