Honda UK to start ú7m TV campaign

Honda UK is returning to television advertising with the estimated ú7m launch of its Civic 5 Door model. The new campaign is designed to spearhead a repositioning of the brand in the UK.

Honda UK is returning to television advertising with the estimated £7m launch of its Civic 5 Door model. The new campaign is designed to spearhead a repositioning of the brand in the UK.

The car represents Honda’s biggest single investment in the European market since its break with Rover last year. The company was restructured at the end of 1993 when a more formal marketing structure was introduced. Without television support, sales rose 23 per cent last year, but this campaign is seen as the second phase in the development of the marque. It currently holds two per cent of the UK market with a target of three per cent by the end of the decade.

“Last year we were able to provide year-round marketing support – every month there was a different initiative,” says marketing manager Mark Davies. “But if we had used TV there would have been holes.

“This is the start of a brand-building exercise and an ideal opportunity to develop a clear idea of what Honda represents.”

The Collett Dickenson Pearce-created integrated advertising takes a sideways view of what actually goes into building a car by showing a tangled cube of metal and unfolding a Civic 5 Door out of it. It carries the endline to impose the Honda message: “Honda. Built Without Compromise”.

The advertising breaks on March 23.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here