AccessMyLibrary provides FREE access to millions of articles from top publications available through your library.
Campaign: The Power Of Dreams Client: Honda (UK) Agency: Wieden & Kennedy Principal author: Stuart Smith, Wieden & Kennedy Media used: TV, interactive, direct marketing, viral, print, PR, cinema, press, outdoor, radio, ambient
The quality of its cars has never been an issue for Honda. But its brand has long let it down. Powerful motorbikes or cheap cars driven by doddery old ladies? Consumers were unfamiliar with what Honda does and what it stands for.
That was 2002. Two years later, Honda has grown its sales by 28 per cent and revenues are up by pounds 388 million.
What began with a rather cheesy corporate slogan inherited from …