MGM Advertising and Communications Services, Inc.

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Honda Cars Phils. Inc.

Product: Honda Civic

Challenge: redeem the brand from challenger to leadership status

Strategy: improve associations and perceived quality by countering purchase barriers

Tactic: Civic Fever tri-media campaign and simulcast launch in 4 key cities

Results: 1,800 reservations of Civics (more than 100% better than projections)

JVC Philippines

Product: Corporate, Everio, Enesys, HD-ILA

Challenge: enhance brand image

Strategy: movement from functional to emotional, aspirational brand

Tactic: thematic corporate and strong product campaigns

Results: improved brand association message and corrected brand-product association