HONDA RETAIL
The robots who sell cars
Honda’s “Power of Dreams” campaign is one of the most consistent and recognisable brand platforms in the world. But automotive retail advertising presents a very different challenge. With hundreds of independent dealers and multiple sales events throughout the year, how could we bring consistency to a highly fragmented retail space? Our solution was the Honda Robots: a team of animated characters inspired by Honda’s precision engineering and leadership in robotics innovation.
The robots were an instant hit with Honda’s brand team, and the toughest audience of all - the dealers. The robots were able to communicate retail offers with charm and personality across TV, cinema, outdoor and dealer press ads.
The robots hit the gym
The robots received a glow up for the next instalment of the campaign, which coincided with the Olympic Games. The creative challenge was to build a sporty environment that also allowed us to include video footage of the cars on sale. Our solution was to feature the Honda Robots hitting the gym for some serious training.
Next stop: Hollywood
As a major sponsor of Palace Cinemas, Honda needed to create a suite of assets to promote the brand partnership on screen and in cinema foyers. The robots starred in posters, flyers and an animated welcome message to encourage patrons to put their phones on silent.
