Honda Voice Guidance vs Confusing Locals
Alghanim Motors, the sole distributor of Honda automobiles, Honda power products and genuine spare parts in Kuwait. The Honda Voice Guidance press and outdoor advertising campaign, featuring “Confusing Iranian”, “Confusing Indian” and “Confusing Arab”, recently won the Grand Prix for Press at the Cresta Awards, following on from a Gold and two Silver Lions in Outdoor and Press at Cannes. “Voice guidance at every turn. Honda Accord 3.5 EX with GPS.”
Impact Echo, the agency behind the campaign, is owned by Alghanim Industries in Kuwait, and managed by the Impact/BBDO group. Impact BBDO explains the thinking behind the campaign…
“Our task was to communicate to car buyers about the 2015 Honda Accord’s Navigation with Voice Recognition feature, which is capable of recognizing numbers, street names and cities, in addition to more than 1500 standard voice commands. We decided to approach the campaign using the most common insight: drivers asking random people for directions and the resultant effect, you are often left more confused and still lost. Asking for directions, especially in Kuwait can be quite a challenge. The country has a huge diaspora of nationalities who speak many languages. The barren nature of the land and extreme weather conditions makes it more difficult to find help on the highways. And if you do, good luck communicating. Honda’s Navigation with Voice Recognition and Multi-Language options can get you to your destination without the unnecessary stops. The campaign was launched across press, billboards and indoor posters, catering to a market size of around 4 million people. The campaign features an Indian, an Iranian and an Arab offering directions that look absolutely confusing by the end of it all.”
The Honda Voice Guidance campaign was developed at Impact & Echo BBDO, Kuwait, by executive creative director Cesar Jachan, creative director/copywriter Lokesh Achaiah, associate creative director/art director Jagjit Singh Sekhon, account director Abdul Kader El Samadi, creative services manager Mukesh Makhijani, media director Imad Aoun, production manager Suresh Vamasani and managing director Fouad Bou Mansour.