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