(1) We hoped to create an advertisement that both parents and children could enjoy together. The purpose of this advertisement was to raise people’s spirits and have them once again recognize the power of Honda’s dreams by introducing our advanced technologies at the beginning of the year. We also produced posters of the same design carried in the newspaper to give parents and children an opportunity to have fun, while learning about Honda’s corporate policies. Similar copy also appeared in Time magazine.

(2) Taking advantage of the characteristics of newspaper advertising, which allows readers to read repeatedly and at their own leisure, we planned to create an advertisement that people would want to display on a wall. For that reason, we modeled it on an illustrated reference book and made sure to print “kana” alongside all the “ kanji” characters.

(4) We received great response from consumers, including comments such as: “I had fun reading the advertisement with my children, just as we enjoy an illustrated reference book,” and “The perspective drawing was beautiful and eye-catching, which helped us easily understand the mechanism.”

(5) We received a series of requests to place this advertisement in various in-house publications. Many posters were sent to departments related to ASIMO and FCX, and staff in charge of these products gave them to potential customers. The advertisement was highly evaluated by trade publications in the advertising industry. It caused a sensation within and outside the company, and enjoyed a good reputation.

Masakazu Matsuzawa
General Manager
Corporate Promotion Office
Corporate Communications Division