Honda Pioneers Brochures For Kids

Honda FR-V Brochure Wins A Young Fan

Honda FR-V

Yes that’s right, Honda has produced the first car brochure designed specifically for children!

Almost two out of three British children aged between 10-15 would like more of a say when it comes to choosing the family car, a recent survey revealed. With this in mind, Honda has commissioned its first kiddies’ car brochure to coincide with the launch of the FR-V, which targets young families with kids.

With brands becoming ‘cool’ or ‘boring’ in the eyes of children at a very early age, Honda believes it is important to talk to them on their level and allow them to form their own opinions.

Half of the brochure is for children aged 4-7 years, while on the reverse side 8-10 year olds are catered for. Billed the ‘FR-V fun zone’ the junior brochure includes information about Honda’s new model, plus games competitions and puzzles. The ‘young’ section includes a join-the-dots picture of the FR-V, plus a look-and-see game to play in the car - while older kids get a crossword and a jokes page.

The brochure contains such fascinating facts as how long it takes Honda to build the car (5.8 hours), how many parts it comprises (more than 10,000) and how many bottles of fizzy pop will fit in the boot (4,196 with seats down). There’s even a set of wax crayons for the youngsters to express their own creative skills, hopefully not on the car’s upholstery!

The brochure is intended as a tool to occupy children while parents test drive the car, as well as to introduce them as potential future customers to the brand.

Alpa Johal, Honda’s Customer Communications executive who commissioned the brochure said: "Our ‘Power of Dreams’ strapline really prompted this initiative, since ‘Power of Dreams’ means not being afraid to question, constantly striving for new and better ways to do things. This is an attitude that fits perfectly with young children who themselves ask the probing questions of ‘why?’ and ‘what if?’ constantly! What better way to embrace this by talking directly to kids in their language in their own brochure; a first of its kind!"

The junior FR-V brochure is available at all Honda dealers alongside the adult version.

Published 11 December 2004 Melanie Carter

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