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 in blue polos, delivering Random Acts of Helpfulness. Watch the video to see it in action—then scroll down. This was a full 360 campaign, and with an idea like 'Helpful,' we covered a lot of ground.
AWARDS:
2018 Shorty AWARD Social Good Award
2020 New York Auto Show Best DAA Advertising
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.
360 All Over
This campaign went way beyond TV. We brought the idea to internet banners, ice cream trucks, print, concerts, state fairs, auto shows, and youth sports centers—pretty much anywhere with people that could be helped.
Budgets changed, styles shifted. We mixed photography with illustration, scrappy with polished.
SPONSORSHIPS & PARTNERSHIPS
We sponsored nearly everything in SoCal (and North Texas for a few years). These are some of my favorite co-branded pieces for the Los Angeles Zoo, Aquarium of the Pacific, LA Dodgers, Anaheim Angels, and San Diego Zoo. Illustrations by me.
Cars, Cars, Cars
Once in awhile we had to push product or a service.
Photo Shoots!
We were a small agency and did whatever we could with the budgets we were given. Sometimes that meant stepping in and shooting photos for web banners, still libraries or whatever was needed. Here are some of my favorites over the nine years.
Ready for more Helpfulness?
This page could scroll forever, see how I helped adapt helpful for Super Bowl & Happy Honda Days.
