Brochure With Multi-Sized Pages Is Honda Success

The 5 Core Group has produced 1.4 million magazine inserts to support Honda's televised 'More Forwards' campaign.

The advertising campaign 'More Forwards Please', demonstrates Honda's attitude to technology and innovation, by highlighting its engineering.

The insert leaflet, designed by Hicklin Slade and Partners, explains the Honda technology evolution in more detail.

5 Core's creative director, Mark Smith, explained the company's involvement: "We were asked to produce a large number of inserts to illustrate the development of Asimov, Honda's state-of-the-art robot.

Working with the design agency, Hicklin Slade and Partners, we eventually settled on a 10-page design with pages of varying widths to allow a picture of progress to build.

The design however, caused a few problems." The 5 Core team discovered that because of its multi-sized pages the design was almost impossible to insert in to the pages of magazines using the usual automatic insertion machines.

The answer seemed to be to wrap the inserts in a cellowrap bag.

The problem was that the bags used a similar mechanical insertion system, which also objected to the design.

The only answer was to bag the inserts by hand, added Smith.

As part of Honda's prospect relationship marketing programme insert has appeared in key motoring publications in the UK, such as What Car, BBC Top Gear, Evo and the Sunday Times driving section.

Designed by creative director, Andy Barwood, the piece targets people who are in the market for a new car over the next 12 months with the confidence to investigate car purchase online.

Lee Anne Crossley, prospect relationship executive at Honda UK, said: "The prospect relationship marketing programme is a key part of our communications strategy, which is designed to attract new customers by explaining some of the advances that Honda has created over the last 20 years.

The leaflet was an important part of the message.

It explained it beautifully and, thanks to 5 Core, went out on time." Commenting on the collaboration, Steve Aston, head of creative services at Hicklin Slade and Partners added: "Hicklin Slade and 5 Core could have compromised and produced an easier option that would have weakened the creative idea, though our combined perseverance and co-operation paid off.

After a lot of work and research with the publications, the end result was unique.

What's more the design re-enforced Honda's brand image." As well as printing and binding the leaflets, the team at 5 Core inserted them in to cellowrap bags and sealed them by hand using the company's workforce of hand-finishers augmented by a large number of casual staff.

Smith continued: "The insertion in to bags took 18 days.

We delivered the inserts to the requisite publishing houses in batches as they became available.

We finished them all on time though." The incentive for people to complete the leaflet's questionnaire is entry in to a prize draw to win a new Civic car.

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