Creative testing

Wunderman Thompson: from concept to creative for Honda

When Honda partnered with the Rugby Football Union, Wunderman Thompson checked every stage of the new HR-V campaign with car owners, from the first idea to the finished ads.

3 roundsConcept, out-of-home and digital creative, each checked with real people before the next step.

Use case: Creative testing
Client: Honda
Audience: Car owners
Formats: Video, out-of-home, display

The question

How would the public respond to a campaign built on rugby’s spirit of teamwork and perseverance, and how could the out-of-home and digital ads work harder?

What they ran

Concept
The campaign manifesto went to consumers first. It drew a decent level of interest, enough to take the idea forward.
Out-of-home
Posters pairing rugby imagery with strong brand messages won attention, but the connection between Honda and the RFU needed to be stronger.
Digital
Ads built on offers such as complimentary servicing and the HR-V’s hybrid technology were better received, with particular interest in practical benefits. They also showed a need for more emotional connection.

The result

Wunderman Thompson moved from early skepticism about the concept to refined creative that resonated with its audience, and a consistent campaign across every channel. Continuous feedback kept each ad in line with Honda’s brand vision.

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