Visits to dealers exceeded the objective by 14%.The conversion ratio visits/sales increases +25%.Honda Civic slows-down the sales drop by 14% compared to total sectors' sales during December 2008 and January 2009.

We selected those series with maximum audience for the target, such as House, Simpsons and Bones. We'd noticed that all these series are international, not Spanish so their broadcasts in Spain had to be translated into Spanish.

We worked with the dubbing actors of House, Homer Simpson, Marge Simpson… using these voices (perfect identification by the viewers) as voice-overs with the images of the car.

Each piece was different, using dialogue ad-hoc to the actors’ personality extolling the cars’ benefits from their personal characters point of view.

To be a car brand during a crisis era is a tough job. The business scenario for the 1st half of 2008 has been bad; car sales have decreased around 20%, but the expectative for 2nd half, especially last quarter were really a disaster: sales forecast stated around -40%/-50.

It was critical to make a correct approach towards the end of 2008 in order to survive next year. The challenge was to increase people flow to dealers. This task had to be done with diminishing budgets day by day.The communication challenge consisted of increasing awareness of the Honda Civic on a devil moment with a very low budget. When you link famous people to an ad you make awareness grow. In addition to this, the power of prescription delivers high levels of credibility. This formula is extremely expensive so we put the idea upside-down and faced it from another perspective.