IPA Effectiveness Awards 2004: Gold Award - The John Bartle Award (Best New Agency) - Sponsored by Bartle Bogle Hegarty.(Institute of Practitioners in Advertising, Honda (UK))(Brief Article)

HONDA

 
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 …