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The integrated advertising campaign supporting the newly launched vehicle by Honda entails television, print, and digital executions.
Honda has launched an integrated advertising campaign to introduce the 2016 Civic Coupe. With the aim to highlight the vehicle’s style and technology features and challenge perceptions, the multi-platform exercise debuts with television, print, and digital components.
The marketing initiative is led by a 30-second spot titled Square, which depicts a wrld dominated by dull forms with matching shapes—from people to dogs to cars and even the format of the commercial. Said sphere is then completely disrupted upon the arrival of the refurbished model.
Square is set to roll out across high profile prime-time, sports (NHL and NBA), cable, and online video properties. Print executions will illustrate that ‘curves are better’ in publications including Car and Driver, Road & Track, Autoweek, Motor Trend, and Automobile.
Digitally, high-impact advertising units will feature across select partners such as Google, Amazon, and Pandora. Additionally, targeted digital and search support will roll out using engaging programmes to generate buzz surrounding the new Civic Coupe to drive awareness.
Meanwhile, social media has been added to the mix to back the brand’s first ever crowd-sourced stunt track meant to capture the car’s performance. Honda has taken to Facebook and Twitter to engage with consumers and welcome ideas from the public via the hashtag #CivicDreamTrack.
If a suggestion gets used in the making of the stunt track, the fan in question will receive a special mention online from Honda. A video of the aforementioned Civic dream track is to debut via the carmaker’s digital channels in mid-June. Also, sneak peeks will be released using Snapchat.
“The bold styling and dynamic performance of the all-new Honda Civic Coupe have reset customer expectations for the compact car experience. Our new campaign visually represents how the variant is breaking the rules of conformity,” said Susie Rossick, Assistant Vice President of Marketing at American Honda.
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