A car launch with feelings.

The challenge
The new Honda Civic 5dr is the most important new model launch for Honda in 2006.
It appeals to a new generation of younger, more image-conscious customers, some
of who are maybe looking at Honda for the first time. Expanding on the above-the-line campaign This is what a Honda feels like, we need to get prospects down to the dealership to test drive the new Civic.

The solution
A national direct mail piece sent to Honda’s Prospect Relationship Marketing (PRM) database.

The results
Pre its 90 day count, this piece has sold a total of 167 new Civics.