For my senior Advertising Capstone project, I worked in a team of four to develop a full-fledged advertising campaign for American Honda Motor Company. Within my team, I played a leadership role in ensuring all assignments were turned in on time and presented in a cohesive, organized manner. In addition to designing and organizing the presentation decks and final campaign book, I contributed extensively to the areas of industry research, copywriting and editing. This semester-long group project really strengthened my teamwork and project management skills as well as allowed me to gain a big-picture perspective of campaign planning.
It was an invaluable experience being able to communicate directly with Honda and work with my teammates to develop a cohesive umbrella campaign for the expansive Honda brand.
ASSIGNMENT: Develop a full advertising campaign for April 2017-March 2018.
SITUATION: Our world is getting more competitive, perception of product parity abounds, making brand differentiation more critical than ever, particularly in the automotive category.
CHALLENGE: The majority of people out in the world do not know what Honda stands for, especially the younger generation.
OBJECTIVE: Establish strong emotional connections and differentiate the Honda brand to build greater opinion and consideration for our automobiles.
- Situation analysis/pre-campaign research
- Primary & secondary research
- Campaign goals, objectives & strategies
- Media objectives, strategies & tactics
- Creative brief, approach & execution
- Campaign measurement
My group, Lucid Creative, presented our campaign to the American Honda team on December 5, 2016.