ICONIC ADS: Honda — The Power of Dreams — “Cog”

In 2001/2, Wieden+Kennedy (W+K) was asked to create a campaign that addressed many issues in Europe

European purchasers thought the brand was boring and uninspired, and the cars were of poor quality. Some respondents stated that they “would never dream of purchasing a Honda as their next car.” They were also viewed as producing sensible automobiles for retirees.

In this context, W+K presented Honda with a new advertising strategy centred on the company’s Japanese catchphrase, “Yume No Chikara,” in 2001.- “Power of Dreams”, which Soichiro Honda advocated in the 1940s. It meant to “look at one’s dreams”. Based on this, W+K posed the question to customers, “Do you believe in the power of dreams?”
The goal was to boost Honda’s market share in the UK to 5% within three years and to shift the brand’s image from “dull but functional” to “warm and consumer-friendly.” All of this at a lesser cost of marketing!

“The Power of Dreams “aimed towards a diverse demographic. They were designed to appeal to a younger audience, although not solely. Honda’s diverse lineup of vehicles, from the entry-level Civic to the high-end Accord, would appeal to drivers of all ages and socioeconomic backgrounds. Honda’s target market comprised all new buyers of any age. To appeal to a wide range of potential purchasers, Honda needed to be portrayed as hip and exciting. Honda’s new campaign aims to increase awareness of its automobiles, notably in Europe and the United Kingdom, where Honda was formerly associated with motorcycles. The focus was on returning customers because the firm intended to improve communications with Honda owners to make them feel good about their purchase and to persuade them to buy another Honda.

Honda and W+K had a forgettable start. “We are the Nike of the automobile sector,” Honda UK stated, astounded W&K. Nike had a strong corporate ethos, killer marketing, and an ultra-cool image; Honda’s image in the United Kingdom was very different.

Initially, W+K urged the automaker to take a three-year hiatus from car-specific advertising. It needed to publicise itself. Honda concurred. It could afford to look ahead because a significant event was approaching.
W+K Creative Directors Tony Davidson and Kim Papworth, as well as creative team Matt Gooden and Ben Walker, submitted a new concept in 2002 to promote the seventh-generation Honda Accord range, which had recently been introduced in Europe and Japan. The working title “Cog” was approved for the film, which is based on the Accord’s intricate chain reaction of moving parts.
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