case Honda Successful use of new plus proposition Mini special: more traffic to Honda has the reputation of being a brand that makes innovative choices. So it is no wonder that this pioneer in hybrid cars was one of the first to go for a new Veronica magazine plus proposition: a mini special drawn up by our editorial experts. extra co mm erc iël e bij lag e auto’s Jazz Het rijp begint lezier het instal bij appen All that hond a Pion hybride-te ier in chniek the famous civic Gratis Av ata DVD bij he r t maken va n ee proefrit. OP n =OP Hon dreada mweek s Kijk op w ww.hond a.nl voor uw dichtstbijz ijnde deal er. 143 NEW PROPOSITION: EDITORIAL MINI SPECIAL PROPOSITIE Honda Nederland B.V. To generate extra traffic to the showrooms and increase brand recognition. Target group Men AB 1. Message Promotion of Honda Dream Weeks; Honda is the pioneer in hybrid technology. Use of media 8-page mini special in the entire Veronica magazine circulation. Product Objective If there is one product group that understands making brochures then it is the automobile branch. It is, therefore, even more remarkable that Honda did not opt for a standard brochure in the magazine to promote its new models during the Honda Dream Weeks. Instead it went for a plus proposition: a mini special drawn up by our editorial experts. An attractive, integrated eight-page special (a hybrid between advertisement and editorial content) was created in cooperation with Veronica magazine’s designers and journalists. Its eye-catching format and placement in the middle of the much-consulted programme section, after ‘TV Today’, ensured optimum contact. 32 Pagina 31
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