NEWS: CDP launches Honda Accord in pounds 8m push

Honda launched its latest Accord model last night (14 March) backed by an pounds 8 million integrated push through Collett Dickenson Pearce.

Honda launched its latest Accord model last night (14 March) backed by

an pounds 8 million integrated push through Collett Dickenson Pearce.



The television campaign, which broke on the same evening with a 60-

second commercial in the centre break of News at Ten, was filmed in a

hi-tech car research centre.



The viewer follows the actions of a man who has a spy camera clipped to

his tie. The scene opens in a top-security research plant, moving to

witness a group of senior engineers apparently carrying out final checks

on the new Accord.



The voiceover explains that leading engineers always carry out their

checks in secret as they don’t want to give away details of what

inspires them in their work to build great cars.



Only then does it become clear that the engineers are not, in fact, from

Honda, but from rival car manufacturers and they are trying to find out

how Honda came up with such an excellent car.



The commercial closes with the voiceover delivering the endline: ‘The

new Honda Accord. As others are finding out, it’s built without

compromise’.



The themes of admiration and close examination are woven into other

media to create what CDP claims is the ‘most comprehensive integrated

marketing campaign’ ever undertaken by Honda.



The posters, which run for four weeks, and press, running for eight

weeks, place the Accord with state-of-the-art versions of intricate

measuring instruments, such as a Vernier. The black-and-white cars and

instruments are depicted against a metallic background with the

strapline: ‘Built without compromise.’



The consumer and corporate direct mail continue the themes both in terms

of art direction and message. The dealer packs carry similar livery and

branding.