Contest results.

When the Southern California Honda Dealers Association asked Secret Weapon Marketing for a new campaign, the ad agency responded with a big idea addressing the public's dislike of the car buying experience.

The ads centered on the helpfulness of Honda dealers. Part of the Honda dealer campaign was a contest that rewarded helpful people in other walks of life with a new Honda. After promoting the contest in print and TV ads, the agency received 600 nominations. The campaign culminated with an award ceremony for three winners: Kathryn Forrest, a special education teacher in Santa Ana; Josie Gavieres, founder of a Long Beach animal program; and Amy Mallett, the director of a seniors program in Goleta.

"We're excited for the first annual Honda Helpful Awards, and hope this event is the first of many to come," said Patrick Adams, managing director at Santa Monica-based Secret Weapon.

Staff reporter Joel Russell can be reached at [e-mail], or at [phone], ext. 237.