People hate buying cars. Everyone has a horror story. When the Southern California Honda Dealers asked us to create a campaign that would give them a competitive edge, we told them it was time to redefine what it means to be a car dealer.
In our “Helpful” campaign, Honda Dealers win over consumers who’ve felt abused by car dealers for decades by doing something that no dealer ever dared to do: apologize, then demonstrate that Honda dealers are different – they’re helpful. Real world activities by Helpful Honda team members prove the promise made in the advertising.
"Texting" :60s Radio
"Talk Box" :60s Radio
"Laser Eye" :60s Radio
"Bubblewrap" :60s Radio
After decades of mistrust between car buyers & car dealers, we needed to provide proof to our bold promise: that Honda Dealers are helpful. So we sent street teams out to surprise people with helpful acts. Courtesy of SoCal Honda Dealers.
In the summer, we showed up at the beach to hand out free sun umbrellas to families.
And when it rained, we walked people to their car and sent them home with a rain umbrella.
We bought out car washes and paid for Honda drivers.
Around the holidays, we let people ice skate for free.
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And even gave them free coffee and hot chocolate.
We bought out entire streets in local neighborhoods, paying for people’s parking meters.
We picked up the ever-increasing cost of a tank of gas (for Honda drivers) wherever our helpful tanker truck happened to show up.
