SOCAL HONDA DEALERS
AGENCY: SECRET WEAPON “Rick/DICK sittig’s agency”
ROLES: ACD, ART DIRECTOR, WRITER, ILLUSTRATOR, PHOTOGRAPHER, ANIMATOR, PRESENTATION DESIGNER, STORYBOARDER, experiential design, JACK OF ALL TRADES
The SoCal Honda Dealers aren’t jerks—
they’re Helpful®.
They roam around in blue polos, delivering Random Acts of Helpfulness. Check out this video to see it in action. Then head south, where my favorite spots are broken up by category.
This was a full 360 campaign—so if you’re here for design work, click here. When you have an idea like Helpful, there’s a lot of ground to cover.
AWARDS:
2018 Shorty AWARD Social Good Award for Best in Auto
2020 New York Auto Show Best DAA Advertising
NUMBERS: 9 years. 3 TV spots every 2 months (6x a year +in Spanish). 3 photo shoots annually (for animated banners + asset libraries). 100s of digital units every cycle. Also managed design for sponsorships with the LA Dodgers, Angels, Ducks, LA Zoo, San Diego Zoo, Aquarium of the Pacific, USC, UCLA, and more.
199 news stories worth $3.3 million in 2023
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Helpful videos viewed to completion 2.2x versus all other auto videos on YouTube
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Car shoppers who saw campaign are 2.3x as likely to visit a Honda Dealer VS shoppers who did not see campaign
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#1 preferred dealer group beating toyota who outspends 3:1
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LIKABILITY: 97% positive score after viewing campaign
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199 news stories worth $3.3 million in 2023 〰️ Helpful videos viewed to completion 2.2x versus all other auto videos on YouTube 〰️ Car shoppers who saw campaign are 2.3x as likely to visit a Honda Dealer VS shoppers who did not see campaign 〰️ #1 preferred dealer group beating toyota who outspends 3:1 〰️ LIKABILITY: 97% positive score after viewing campaign 〰️
SENTIMENTAL/DOCU-STYLE
Who knew car dealership ads could pull at the heart strings? These are all real people and they really needed help.
CANDID/HIDDEN CAMERA
Sometimes the best way to surprise people with a Random Act of Helpfulness was to hide a camera; in a bush, in a clipboard, in a fake construction site across the street.
RANDOM RANDOM ACTS OF HELPFULNESS
So many random ways to be helpful.
