Rockfield Media

Honda (UK)

Our brief:

To create a pre-owned Honda press, radio, and in-dealer POS campaign to reassure potential used Honda buyers of the continued quality and commitment of the product, and also that of the franchised network.

Our work:

We took our lead from the most famous Honda TV advert ever, “The Cog”, which uniquely showed how every single part of a new Honda interacts with each other to form the perfect car. Our campaign used inanimate objects, which always seem to “just work” when required. The campaign was created to attract attention and deliver a message without the obvious use of car product pictures. The copy and radio scripts were written in the same tone of voice used in the original television campaign. The overriding message was that the brand new car shown in “The Cog” campaign a year or two previously, is now available as a pre owned Honda. Less expensive, yet no less reliable.

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