The Challenge
"Please can you make our car salespeople appealing" asked Honda.
Sounds pretty straightforward until you realise that just 15% of Europeans trust car sales staff according to a recent survey - with only politicians ranking lower.
We decided therefore that Honda should challenge public perceptions by appealing to the public to learn to love their local car dealer.
The Solution
An imaginative campaign was created to show that car salespeople really do have a human face, and our presentation won the pitch against agencies from across the UK, including London.
The campaign was about changing our attitudes to car salespeople. By showing them going to football or mowing the lawn, we reinforced that they really are one of us.
Through a print and Internet campaign we asked the public to focus on the real people behind the salesmen and women and help them be better understood.
The Results
Honda were delighted with the results. The campaign's quest to transform public perceptions sat perfectly with Honda's own environmental initiatives and ongoing 'Do it' campaign, which is aimed at encouraging greater community links to the salesrooms via voluntary work and clean up projects.
This campaign has been very exciting for all at Lesniak Swann and we are delighted to be working with Honda in an ambitiously creative way. We fully intend to continue pursuing innovative advertising styles and will enjoy the continued growth of this relationship with Honda.
