Honda Drives Hispanic Appeal with Ridgeline Push

Designed to target its Hispanic audience, the effort launches the Honda Ridgeline’s sponsorship of the Campeón de Campeones broadcast.

Honda is set to debut an integrated campaign for the redesigned 2017 Ridgeline pickup truck which rolled out recently. The push is designed to appeal to the carmaker’s expanding Hispanic market, and launches the brand’s sponsorship of Univision Deportes’ Campeón de Campeones broadcast.

The aforementioned platform represents an emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons taking place on 10 July 2016 in Los Angeles and airing on Univision Network, with a simulcast slated to run across the Univision Deportes network.

Said marketing initiative was produced by Honda’s Hispanic advertising agency, Orcí, to include television, digital, social, and experiential executions which highlight the reimagined model, alongside its unique capabilities and levels of versatility, while touting its industry-exclusive key features.

Titled No Es Nada, a new television spot is scheduled to debut as part of the overall exercise, to turn the spotlight on the positioning of the vehicle as a ‘mid-size truck with big-sized heart’. The film’s protagonist is depicted as one who goes out of his way to help, and has the truck that can do it all.

The creative showcases stand-out innovations including the automotive industry’s first ever Truck Bed Audio system, In-Bed Trunk, and Dual Action Tailgate features. As official automotive partner of the Liga MX Campeón de Campeones and SuperCopa MX, the brand will be afforded a large on-site presence.

Exposure includes vehicle displays that showcase technologies ideal for football fans and tailgating before the match. It also entails in-game features and spots, game clock signage, billboards, digital advertising, channel sponsorship, social media plugins, and sponsorship of the livestream of tournament.

“The Honda Ridgeline has versatility and features that set it apart from other midsize trucks. Introducing it to Campeón de Campeones fans is a great opportunity to show how the pickup can bring friends and family together,” said Gina Jorge, Manager of Multicultural Marketing at American Honda.