Honda reallocates ad spend to the internet
24 June 2005
Honda UK has announced that it is diverting millions of pounds away from television advertising in order to fund a major online campaign.
The Japanese car maker claims the initiative, aimed at revolutionising the use of the web as a marketing tool,
Honda is reallocating ten per cent of its £20 million-a-year advertising budget to the internet in an attempt to raise awareness of planned new product launches in 2006 and take advantage of the spread of broadband usage in the UK, according to New Media Age.
Honda UK's marketing director Simon Thompson insisted that the strategy would go beyond simply transferring the company's award-winning TV ads to the internet
.
"We want to take the emotional creativity that comes from broadcast TV and personalise it online in a way that will revolutionise marketing communications on the web," he explained.
Mr Thompson added: "Five or six years ago the web was not a vital part of the overall communications process. Consumer behaviour is changing, however, and the reality of life means that it's now absolutely critical."
Honda will see the car manufacturer work with its existing creative agency Wieden & Kennedy and online specialist Midas Internet on the internet campaign.
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