The overall purpose of the campaign was to find a way to interact and engage with young male drivers who have become an increasingly elusive audience to reach through traditional media. Honda wished to promote their 3 door Civic models the Type - R and Type- S to younger male drivers in a way which could really cut through and actively encourage them to engage with the Honda brand and for them to consider purchasing in the future. Selling cars was not the main goal for this campaign. We needed to make Honda and these models be more appealing to the younger male driver.

 

We identified Camden Street / Wexford street as an area which holds a particularly high affinity for this audience with its many bars and clubs catering the the differing tastes of young make drivers. It is also an area where a lot of these people will pass on their way to and from work.

 

The idea was to dominate the street for 2 cycles and get right into the face of the audience. We did this by booking 2 golden square positions on Wexford street and Cuffe street. These were supported by striking contravisions on bus shelters on Camden street and Charlotte Way.

 

We constructed a large 20ft x 20ft special build vinyl billboard display in 3-D effect showing the rear of the Honda Civic Type –R. Located on Wexford Street –