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Pecking Order

headlinecnen
The Power of Dreams
basics
Industry: Automotive & Services
Media:TV & Cinema
Published:Jun. 20, 2003
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
Context


‘Less is more’. Is that always true? Rather than simplifying their brand, Honda wondered what would happen if they embraced its diversity.

Philosophy/Solution


They did, by crafting a consistent voice to communicate the brand’s many flavours and shades. What about ‘more for less’? Less spend, more effective communications, more measurements, more motivated stakeholders, more brand preference, more profit and more sales.

Results


Twenty-eight% more sales, in fact, and £388m more revenue. Not everybody believes that OK is OK. Honda certainly don’t.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Advertiser's Supervisor:
Account Manager:
Production Company:
Producer:
Director:
Editing:
Music:
Other credit:Advertising Manager Matthew Coomb
Senior Planner Stuart Smith
Brand Manager Matt Coombe
Recording Studio 750 mph
awards
IPA Effectiveness Awards 2004
Best New Agency (The John Bartle Award)
IPA Effectiveness Awards 2004
Gold Award
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