HONDA

This isn’t a car, it’s an attitude.

THE CHALLENGE

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.
Honda Type-R

THE SOUTHPAW STANCE

Our neuro-map proved that the target audience were connected by a strong belief:
with risk comes reward.
Honda Type-R OOH
Honda Type-R OOH

THE SOLUTION

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!

THE RESULTS

“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.”

Fabrice Esteve
Head of Marketing, Honda Motor Europe - Automobiles

+46%

Above sales target

7 million

Video views

81,000

Leads generated

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