The push surrounding the new model includes executions across print, digital, design, and social media as well as on-the-ground activation
Honda has unveiled an advertising push in conjunction with the roll-out of the 2016 Civic. Serving as the foundation of the said multi-platform campaign is The Dreamer, a 30-second commercial shining the spotlight on the entirely redesigned premier four-door sedan.
In the spot, the new model is seen travelling from imagination to reality. The concept is depicted using a whimsical rollercoaster-like road around its engineer’s head as if to suggest that his big innovation idea materialised around him as it was being thought out in his mind.
The story endeavours to offer insight into the surreal thinking process surrounding vehicle design. Set to Walking on a Dream by Empire of the Sun, the clip concludes with the complete transformation of the variant from notion to motion and a voice-over which says: “Direct from our imagination; the all-new Civic.”
The overall exercise is also pillared by social media engagement. Lending focus to the unexpected nature of the model, Instagram includes marquee video ads which premiere on 8 January 2016. Additional paid media support has been scheduled to run until March.
The launch is slated to debut using the Snapchat platform with a National Filter, IGN and Buzzfeed Discover Platform takeover as well as video executions across national and regional Live Stories and Discover channels featuring David Lopez.
Additionally, Wesley Grim and several other influencers have been engagement to create images of the Civic with a hint of magical realism. Paid targeted media via Facebook and Twitter has also been mapped out. Print ads will appear in Road & Track, Autoweek, Sports Illustrated, People, ESPN the Magazine, and US Weekly.
Aiming to reach millennials, the campaign is looking to incorporate a wide mix of press exposure with placements including network and cable TV, online video, gaming, and mobile. Digital will entail homepage takeovers across Yahoo and YouTube.
A strategic partnership to host a Hearthstone gaming tournament will see a live broadcast from Red Bull Studios to Twitch’s highly engaged audience. Additionally, Thrillist will design a driving sneaker inspired by the car, which will be showcased at a launch event.
