An ad for a car where the car is completely covered in text. Why? Because that text is a declaration of love for the brand. And it is symbolic of a contradiction: a Honda owner who decides to sell it, makes an ad, but then realizes that they cannot do without their car. And so even the initial idea of showing it in all its beauty gives way to jealousy and the desire to hide it.

Within the Honda Italia profiles, there is a column called Honda Lovers, where users can spontaneously send photos of their Honda, and recount what binds them to the brand.Through here we have noticed the deep affection that exists toward Honda cars from every era.A bond that often starts in youth and extends throughout life.Stories united by adrenaline and cars that never betrayed.We therefore decided to celebrate Italian Honda Lovers.

There is a hard-core group of Honda fans in Italy, called Honda lovers. People who recognize the cars of the Japanese brand as vehicles of driving pleasure, excitement, and reliability. It is therefore no coincidence that those who buy a Honda hardly ever separate from it afterwards. Out of 1,000 used cars sold in Italy, only 3 are Honda: this emerges from the research Autoritratto 2023 from Aci and Sistan.

The Off the market campaign was thus created to celebrate this love for the brand. And to indirectly reaffirm the quality of the different cars, models that continue to be appreciated and desired years later.

The stories are partly inspired by small anecdotes from real individuals received and collected in the Honda Lovers column on Honda Italia's social media profiles.

Quantitative data on the campaign are not yet available as media planning has recently started. But the goal, more than numerical, is to celebrate the strength of the brand with entertaining stories and its ability to emotionally bond with its owners. To succeed in selling more new cars via the story of a failed used car sale