Objective

Drive awareness of Honda's Unibody frame available on all Honda Trucks as a key differentiator to drive truck sales.

Strategy

Use Media to showcase the unique attributes and benefits of Unibody construction. Deliver the message in a relevant way to impact target purchasers in a timely manner.

Plan

Full page Newspaper ads launched the campaign in 8 major papers across Canada. Readers were prompted to hold the ads up to the light so that they could witness the images of the Unibody frames that were printed on the other side.

Results

All newspaper insertions were executed flawlessly and Honda's June truck sales saw a 4% increase.

The Honda Truck campaign was awarded Gold in the Newspaper category at the 2006 Media Innovation Awards.