Effies
Australia
Honda Odyssey: Be Our Best Critic
Agency
Leo Burnett Melbourne
Client
Honda Australia
Awards
Bronze
Other Consumer Goods
Case Study
Summary
Launching the All-New Honda Odyssey into a shrinking people mover market, with one-sixth of the typical new product launch budget, posed an exceptional challenge. A decline in brand trust and aggressive sales targets meant the odds were stacked against this launch. A sharp insight around ‘trust’ proved that the best car advice doesn’t come from experts, but from people just like me, which led to the idea of a creating a new breed of car critic. Honest, unfiltered reviews from real drivers brought greater credibility and conversation. Sales targets were smashed and trust in the brand elevated to record heights.
Case study
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Credits
| Author | Ilona Janashvili | ||||||||
| Executive Creative Director | Jason Williams | ||||||||
| Creative Director | Andrew Woodhead | ||||||||
| Head of Copy | Sarah McGregor | ||||||||
| Art Director | Robert McDowell | ||||||||
| Copywriter | Callum Fitzhardinge | ||||||||
| Digital Art Director | Tim Shelley | ||||||||
| Group Account Director | Chris Ivanov | ||||||||
| Account Manager | Khia Croy | ||||||||
| Account Executive | Jacquelyn Whelan | ||||||||
| Developer | Adam Brock | ||||||||
| Developer | Jodie Walker | ||||||||
| Brand Communications Manager | Melissa Altarelli | Honda Australia |