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Honda targets multicultural millennials through Snapchat and social media influencers

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A new integrated campaign from Honda has been released with the aim of targeting uber-connected multicultural millennials to introduce 2018 Honda Fit. 

The campaign features a 30-second Hispanic TV spot titled 'Secret Life of Fits' and another titled 'Fituation' targeted to African American millennial car buyers. 

Honda has also integrated with Snapchat, which will feature comedians and influencers including Nick Cannon, Renny, Lejuan James and Frankie Quiñones. 

“Millennials are the most diverse group of buyers out there, and the Honda brand has seen an increase of 12 percentage points in multicultural millennial buyers since 2010. We have created an engaging and comedy-driven campaign that speaks directly to these buyers where they spend the most time-consuming media online," explained Susie Rossick, assistant vice president of Honda marketing at American Honda Motor Co.

To further expand the campaign, Honda will partner with Uproxx to produce five episodes of a web series called 'Hang Time.'
 

RPA: Honda 'Fit for Fun'

Agency: RPA
Client: Honda
Date: September 2017
The redesigned 2018 Honda Fit is here – the sportiest and most fun-to-drive Fit yet – and to amplify the Fit’s enhanced fun factor, Honda is debuting a new integrated marketing campaign, titled “Fit for Fun,” focusing on the ‘fun’ attributes of the vehicle including: a new Sport trim, striking new colors and enhanced technology including Apple CarPlay™ and Android Auto™.
Fit also now has available Honda Sensing® safety and driver assistive technologies on all trims. The “Fit for Fun” campaign is the brand’s most robust multicultural, mobile and social-driven campaign to-date and rolls out with new TV creative and social content incorporating the fun and versatility of Fit, as communicated by comedians and influencers throughout.
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Agency - RPA
Tags: UK
 
Fit for Fun
 
 
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