Honda Civic: An extreme makeover
Honda was struggling to make a success of their Civic sedan after five years as an independent organisation in South Africa (Honda vehicles were previously manufactured and distributed by Mercedes). It was failing to connect with the consumer on an emotive level. The launch of a new model in 2006 was an opportunity to address this. A new advertising campaign ‘Feel moved’ was created utilising television, print and radio to turn the product into the hottest property in the C Sedan segment of the market. Not only did this change the way people viewed the brand, it resulted in a 445% year-on-year increase in sales and moved Honda into a new era in South Africa.