Pre-Owned Pre-Roll

In our campaign for Honda Certified Pre-Owned Vehicles, we didn’t just say that buying pre-owned is a good value. We actually demonstrated it. Instead of building our ads from the ground up, much like a used car buyer, we decided to stretch our dollars by buying certified pre-owned ads from other brands. We convinced big brands like Pom Wonderful, Del Taco and Timbuk2 to sell us their old ads which still ran like new, and then we placed our Honda messaging on top of them. AND in a generic, cluttered category — with no point of difference — we stood apart and created something memorable.

Awards: Shorty Awards, Addy Silver

Naturally, we used a pre-owned case study as the foundation for our own.

HOME ↩️

NEXT: Developing Honda’s Brand Purpose ➡️