AGENCY
Dick Sittig, Founder-Creative Dir.
Patrick Adams, Managing Dir.
Brock Anderson, Acct. Super.
Robin Delamater, Acct. Exec.
David Measer, Dir.-Acct. Planning
Cameron Webb, Assoc. Creative Dir.
Leah Dieterich, Assoc. Creative Dir.
KurenT, Inc
Andrea Tagliareni, Co-Founder
Horizon Media, Inc.
Bill Konigsberg, CEO
SUMMARY
After 12 years without any advertising, the Southern California Honda Dealers Association was allowed to re-form and begin advertising again. In a category full of clutter and noise, the Honda Dealers sought to win over consumers who've felt abused by car dealers by doing something that no dealer had ever dared to do: apologize, then demonstrate that Honda dealers are different - they're helpful. After just 8 months, Honda Dealers of Southern California began to change consumers minds about Honda Dealers and reverse 12 years of Toyota dominance in the highly lucrative Southern California automobile market.
