Honda puts pounds 1m into niche vehicle push through CDP

Honda is launching its first recreational vehicle into the UK market - the CR-V - with a pounds 1 million integrated campaign though CDP.

Honda is launching its first recreational vehicle into the UK

market - the CR-V - with a pounds 1 million integrated campaign though

CDP.



Press advertising demonstrating the vehicle’s unique features, such as

its picnic table, fridge and shower, will spearhead a campaign that

includes direct mail and public relations, also masterminded by the

agency.



The CR-V is the first of a series of niche vehicles to be introduced by

Honda over the next few years. CDP’s head of account management, Johnny

Hornby, said it is aimed at young families who want an exciting

alternative to the heavier off-road vehicles. ’It’s an on-road vehicle

with an off-road capability,’ he explained.



The campaign was written by Loz Simpson, art directed by Phil Foster and

photographed by Ashton Kieditsch. It breaks on 1 June in national daily

newspapers and as a nationwide poster campaign on both 48- and 96-sheet

sites.



The press ads will run on four consecutive days in the same position,

with teasers appearing for the first three days.



These will show, for example, the CR-V draped with a towel to highlight

the fact the vehicle has a shower; in another execution, it is covered

with a checked tablecloth to emphasise that the CR-V has a picnic table;

in the third it is covered in ice to show the vehicle has a fridge. On

the fourth day, the CR-V itself will be revealed.



Media buying was by CDP.



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