PROJECT: Southern California Honda Dealers
ROLE: Copywriter
Frustrated with the national Mr. Opportunity advertising and with money of their own, the SoCal Honda dealers association partnered with Secret Weapon Marketing to create the "helpful" campaign. This regional effort used TV, radio and unique out-of-home to convince intenders that Honda dealerships were more friendly, upfront and helpful than the competition. The campaign is in its twelfth year, funded voluntarily by the dealer association itself.