This isn’t a car, it’s an attitude.
Honda’s Civic range was struggling to stand out in a crowded C-Sector category and wanted to halo the Type-R model as a way of attracting new and younger customers to the brand.
THE SOUTHPAW STANCE
Our neuro-map proved that the target audience were connected by a strong belief:
with risk comes reward.
Instead of asking our target audience to take a test drive, we gave them a provocation:
ARE YOU TYPE R?
If you never try, you’ll never know!
“Southpaw succeeded in capturing the essence of Type-R, and this will drive desirability and engagement
for the Honda Civic range and the Honda brand.”
Head of Marketing, Honda Motor Europe - Automobiles
Above sales target