Honda

Challenge

Losing our Edge

American Honda had been winning for decades on the strength of a better, more reliable product. They had always claimed a significant lead in quality ratings — it’s what their cars were known for and why they were always on the top of shoppers’ lists.
But as competitive brands fixed their quality issues, customers started to perceive most cars as being “good enough” — making differentiation on quality much more difficult to sustain. So what do you do when your main point of difference is under threat?

Insight

Stand for something more

For Honda, the answer was simple. What set them apart wasn’t just the product attributes they had come to be known for, but something much more ownable in the long run: the company itself.
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Throughout the company’s history, Honda has been driven by the Power of Dreams. Honda makes innovative vehicles that make people’s lives better. They are driven by imagination and determination.
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The strategic insight was in getting back to Honda’s roots and shining a light on their history, beliefs and what they stood for. Simply put, we just needed Honda to embrace who they were and to share that story.

Solution

The Power of Dreams

Honda believes in having the courage to bring imaginative ideas to life. We wanted this to be true in our marketing communications, just as it is in the products Honda sells. So we inventively brought the Power of Dreams to life across all media channels and touchpoints, including video, social, experiential — and even in Honda sales events.

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Results

We helped Farmers Insurance
become iconic

The campaign has been running nearly 10 years, and continues to get stronger. Our recent work has some of the highest recall in the history of the campaign. And we have the lowest cost per point of communication effectiveness in the category — by a wide margin. And we won a 2020 Gold Effie Award for Sustained Success.