Honda Welcome pack
Honda had just launched its now famous ATL campaign: The Power of Dreams. Everyone now knew that Honda had great cars...but Honda was concerned that consumers wouldn’t be aware of their incredible heritage. So I was asked to come up with a mailer that could be sent to new Honda owners – one that not only contained insurance forms, a questionnaire and warranty but also touched on Honda’s history.
The result? A colourful, engaging Welcome Pack that told new Honda owners about Honda’s Power of Dreams philosophy and introduced them to Honda’s history; from F1 racing to outboard motors. The whole pack encouraged the new consumer to ‘act and think’ like Honda on every right hand page throughout the book. So they, too, are involved in the Power of Dreams. At the time of creating the pack, most of these stories were not in the public domain, so were a revelation to many people.
For those of you who like facts and figures, this book helped lift Honda’s after-purchase satisfaction score from 70% to 75%. Honda also went from 3rd to 2nd in the JDPower Customer Satisfaction Report.
Campaign Gold Best Creativity
This new brochure was created to send to people who had expressed an interest in Honda - with the aim of gaining data. It was also used to highlight Honda's commitment to the environment. The concept was 'Can we share the future of driving with you?' Not only were the cars exciting in their own right, but the stories that Honda told about its technological and environmental commitments had to be highlighted. The art direction was simple, clean and uncomplicated. The copy, too, is clear, human and inspiring. We were talking about some pretty complicated stuff: let's keep it simple.
Unusually for a brochure mailing, we decided to make the form the Hero. It was extra large, full of unusual pictures (sweetcorn isn't normally what you expect in a car brochure) and with a light copy tone. That way, we could 'charm' the recipient into ticking boxes by 'sharing the future with us' and, before they know it, they have filled in a few questions and sent the mailer back to Honda.
The brochure itself was smaller than the form. It showcased the Honda range, while telling Honda's futuristic stories in as simple a way as possible.
This mailing was supported by an engaging website. This had Hondas hanging off a mobile to look as simple as possible. Banner ads reflected the copy and art direction of the mailer and website