Honda Promo, Case study SPECIAL GIFT by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Joao Linneu, Rodrigo Castellari, Pedro Prado, Eduardo Lima, Theo Rocha
Art Director Marcelo Fedrizzi
Copywriter Rafael Merel
Account Supervisor Marcello Penna | Pedro Battesti | Florencia Lear
Released March 2012

Credits & Description

Category: Best Use of Print
Advertiser: HONDA
Product/Service: HONDA CR-V
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Joao Linneu (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Rafael Merel (F/Nazca Saatchi & Saatchi)
Art Director: Marcelo Fedrizzi (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner Supervisor: Dorian Dack (F/Nazca Saatchi & Saatchi)
Account Supervisor: Pedro Battesti (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Supervisor: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Diego Fernandes (Honda)
Advertiser's Manager: Sergio Bessa (Honda)
Media placement: Magazine - Exame - 15 March 2012

Insights, Strategy & the Idea
With the Brazilian automotive market heated, new launchings happen all the time. Mainly in the SUV segment, the biggest object of desire of up-and-coming Brazilians. In the last two years alone, more than 10 new models of SUVs were released in the country.
Making use of its big new design and technologist sophistication, our challenge was to present the new CR-V in an impacting manner, distinguishing ourselves from the competitors.
We tried to differentiate ourselves through our communication, stating a true fact about the cars, but mainly about the CR-V 2012 model: a “toy for grown-ups”.
We are talking about urban consumers, who are mature, very concerned about their families and whose lives are full of constant activity. They concentrate their time between work and their families, and their car is their reward and best companion, after so much effort.

Creative Execution
We explored the main entrepreneurship magazine in the country with an innovative proposal. Making use of the positioning of the campaign, we wrapped Exame magazine with wrapping paper and sent it to a special mailing list of 26,000 people in the city of São Paulo.
When opening the gift, the readers found the magazine open on the central page, which brought the CR-V ad with the words: “Remember that sensation of being given a new toy? Honda has brought it back.”

Results and Effectiveness
More than a media action, it represented a closer proximity of the Honda brand with its potential consumers. We made the moment of information of 26,000 people more fun and with the certainty that the CR-V is more than the best SUV option in the market. It is the kind of toy that all car lovers would love to drive.