Ian Armstrong, Honda's customer communications manager, said the campaign is designed to attract interest to diesel variants of the Accord, CR-V and forthcoming FR-V. The audience is people who are thinking of getting a new car, especially those driving company cars.
The campaign extends Honda's diesel "Grrr" above-the-line work from Wieden & Kennedy into below-the-line creative by Hicklin Slade & Partners.
Direct mail is being sent to 32,000 people, with door-drops delivered to 600,000 addresses and 5,000 company car fleet decision makers sent a promotional email.
The message is reinforced by regional press and radio executions by Wieden & Kennedy, as well as point-of-sale material.
Data will be gathered on people attending the event by running a competition to win one of 20 pairs of tickets to a Honda Driving Experience track-day event.
Mark Khoo, account director at Hicklin Slade, said the campaign was also designed to raise the desirability of Hondas within the company car park.
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