Honda. The Power of Dreams
When Honda rebranded they were, quite simply, a copywriter’s dream to write for. Lots of exciting stories to tell, and all with that Garrison Keillor tone of voice.
The Honda Welcome Book
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 introduced new Honda owners to Honda’s Power of Dreams philosophy and told them about 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.
DMA Gold Art Direction
Campaign Gold Best Creativity
Sharing the future of driving
This new brochure was sent to people who’d expressed an interest in Honda – with the aim of gaining data. We also need to show off Honda’s commitment to the environment and technological advances. So we asked ‘Can we share the future of driving with you?’ The copy was simple, the art direction uncomplicated.
The brochure and its accompanying extra large, extra engaging data capture form was supported by an engaging website and banner ads.