 In financial terms , " Cog " was an unprecedented success for Honda . The £ 32 @,@ 000 spent on placements on the BSkyB network alone achieved a greater response than a previous £ 1 million direct mailing campaign . Sales of Honda vehicles in the United Kingdom jumped by 28 percent , despite lower marketing and public relations spending by the company and an increase in prices relative to their competitors . Visits to Honda dealerships rose from an average of 3 @,@ 500 to 3 @,@ 700 per month , with 22 percent of these resulting in the purchase of a Honda , compared to 19 percent before the campaign . In all , " Cog " has been credited with increasing Honda 's revenue by nearly £ 400m . 
