Advertising Campaign: Honda HR-V

Campaign: 2016 Honda HR-V new vehicle launch An advertising campaign by 4+1 Solutions Rebecca Haber, Nikita Hegde, Astrid Martin, Kady Lay and Adam Rose-Levy Chapman University Fall 2014

rebecca haber

nikita hegde

kady lay

astrid martin

adam rose-levy

Account Executive

Creative Director

Media Director

Copy Writer & Research Analyst

Art Director

table of contents Executive Summary

4

Situational Analysis

5

Target Market Breakdown

9

Marketing Objectives

11

Big Idea

12

Creative Strategy

14

Creative Executions

15

Online and Viral Marketing

19

Direct Marketing, Public Relations and Sales Promotion

25

Media Plan - Objectives and Strategies

29

Media Plan - Media Breakdown

30

Media Chart

35

Campaign Evaluation

36

Budget

37

Appendix - Creative Brief

38

Thank You

43

Sources

44

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executive summary The American Honda Motor Company, Inc. (AHM) has constantly transformed the automotive world since its founding in 1959. It claims several firsts for a Japanese carmaker in the United States. In addition to being the first company to create a subsidiary to market and sell its vehicles in the country, it was also the first to manufacture automobiles in North America.

Honda’s upcoming Fit-based subcompact crossover, the HR-V, goes on sale in the United States later this year. The HR-V is in a new class of rapidly growing compact B-SUV’s, yet another revolutionary opportunity for the company.

With a base price point of $19,200, the HR-V’s target audience is entry level car buyers ages 25 to 30-years old. These late millennials are technologysavvy, ambitious, young professionals about to make their first car purchases on their own.

“If your actions inspire others to dream more, learn more, do more and become more, you are a leader.” ~ John Quincy Adams Through extensive primary and secondary research, we’ve learned the ins and outs of our target audience and what it takes to leave a lasting impression on them. Our six-month, comprehensive marketing campaign beginning January 1, 2015, contains traditional and non-traditional initiatives to successfully reach and retain our target audience. With our $52 million budget, we’ve also carefully selected prime media outlets to build brand awareness about the new vehicle launch and to help to increase sales.

Our ideas are your answers. We are leaders.

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situational analysis - SWOT analysis Strengths • Magic Seats: Can fold the second row seat completely flat for added cargo space and greater flexibility

• Smaller than the CR-V and Honda Pilot: The car can easily drive through cities and mountain roads

• Urban SUV: Outright performance is being traded for better fuel economy and manoeuvrability

• Honda Brand: Known for safety, reliability and fuel efficiency. Offers five-year/60,000-mile limited powertrain warranty for some of its vehicles

• Entry-Level Car: It’s affordable at a starting price of $19,200

• HR-V Highlighting Features: Bluetooth, a rear-view camera and LED brake lights are standard equipment

Weaknesses • Recall Precautions: Honda has had over 1,000,000 product recalls since 2011

• Noise: Bad history of atmospheric noise in some vehicles

• High Price: Honda prices are often high, when compared with competitors

• Engine Rumors: Customers are worried the HR-V will have a weak engine

• Sales Record: The brand has just had one of its lowest selling years

• Front-Wheel Drive: The HR-V can’t be driven in the snow, limiting its potential

Source: Secondary Research and Bacon List Answers from Honda

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situational analysis - swot analysis (continued) Opportunities • Alternative Energy Investment: Zero-emission vehicles powered on hydrogen, such as the FCX Clarity

• U.S Tax Incentives: Established for automakers in manufacturing, R&D, distribution and warehouse

• Variety: Honda can invite variety by introducing products that encompass a larger target demographic

• Social Awareness: Gain positive recognition through social change endorsements in advertising tactics

• New Target Audience: Young audience will lengthen Honda’s longevity

• Honda Fit: The model is set to enter the new Subcompact crossover class

Threats

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• Nissan Juke: Navigation options are some of the best in the segment

• New Category: Customers aren’t wellinformed, subcompact SUV segment

• Ford Escape: “Ready for whatever comes your way”; campaign has a similar branding strategy/voice

• Pricing: Direct competition (E.g. Toyota RAV4) is priced around $20,000, after accounting for trim levels

• Cyber Threats: Computer systems inside the car are vulnerable to hacking

• Too Familiar: Interior design resembles the new Civic and 2015 Honda Fit

Source: Secondary Research and Bacon List Answers from Honda

situational analysis - surveys and man-on-the-street interviews Primary Research After reviewing the SWOT analysis and bacon list answers, we created surveys. These surveys were sent out to people all around the nation that fit the HR-V’s target demographic. We conducted this survey, both online and offline.

Through SurveyMonkey.com, we sent out links to friends and family via social media and email. We also collected responses on printed surveys and interviewed people at malls in the Orange County, California area.

Responses collected online

Analysis of Key Questions in the Survery • What features of a vehicle are most important to them: To get an idea of what we really need to highlight in our campaign.

• Which websites and apps they frequently visit: To know where the best places to target them are (media buys).

• How they perceive the Honda brand and if there’s anything they think Honda could be doing better: We thought this was important to position our campaign messaging appropriately and resonate well with our target audience.

Surveys handed out at The Block

Source: Primary Research; Surveys conducted at The Block and through SurveyMonkey.com

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situational analysis - surveys and man-on-the-street interviews Primary Research - Survey Results

great appearance

Favorable

Reliable Affordable

fuel efficient

safe

Website and Social Media Usage

Perception of the Honda brand

Additional Insights: • The top three most desired features in a car are reliability, good price and appearance. Now that we have this information, we can make sure our campaign hits all of these points.

• According to the results, our target audience uses Facebook, Twitter and Instagram the most.

• All of the participants were interested in philanthropy work. The majority of them are more likely to buy a car if the company is involved in philanthropy work.

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Top destinations using a car

Target market breakdown - THE BASICS Target Audience

The Honda HR-V has one target audience - The Early Adopters.

Why Early Adopters?

Honda has recently been neglecting this generation of energetic and adventurous individuals in its products and marketing initiatives.

The company sees the growth opportunity for the subcompact SUV market amongst this demographic and hence, created the HR-V. Quick Insights: • • • • • • • • •

Late millennials ages 25 to 30-years old 60:40 (skewed female) Outdoorsy and athletic Fuel economy aware Enjoy driving long distances as opposed to flying Concerned with the environment Technology-driven Only driven used cars before First car purchase without any funding from their parents

“Honda needs the early adopters to keep growing its market share.”

- Ms. Kristen Roberts, Honda Motor Company, Ltd.

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target market breakdown - demographic and psychographic Although the HR-V has one target audience, it can be broken down into different segments.

Emily, 25

Geographic Location Ethnicity Relationship Status Occupation Annual Income Lifestyle Personality Car History Media Consumption

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Michael, 29

Segment One - The Passionate Drivers

Segment Two - The Pioneering Drivers

“My friends, a map and some good music: these are all I need after a long work week.”

“That 24-hour camp for the new iPhone 6 was totally worth it. I would do it any day!”

Mission Viejo, Orange County, Calif.

Caucasian In a relationship Accountant $63,000 Social trends, hiking, camping, online shopping, fitness, beauty and travel Social and environmentally conscious Used Nissan Altima paid for by her parents Netflix, social media, NPR on the way to work, Cosmopolitan Magazine, Pandora and reads the LA Times on her iPad

Culver City, Los Angeles, Calif.

Caucasian Engaged Web Developer $70,000 Photography, latest apps, technology enthusiast and social gatherings A leader, innovative and creative Used Jeep Cherokee gifted by his father Spotify, Hulu, social media, Shazam, Adobe Creative Suite, subscription to Car and Driver Magazine and KiiS-FM

marketing objectives In order to provide a clear sense of direction, we need to define our objectives. The purpose of our campaign and its effectiveness will be at its highest caliber once we have set objectives to constantly refer back to.

1 2 3

It’s All About Youth Culture We will promote Honda’s affordability and position it as ‘attainable’ by the early adopters. We will aim to get the attention of ‘hand raisers’ (those that are interested in what Honda has to offer).

Honda already has the young audience - we just need to appeal to them more and put them in the forefront of our executions.

Creating VROOM-Worthy Buzz Our campaign will be active on social media, create viral-worthy content and increase general awareness through a digital presence. We will ignite conversations and get people excited about the HR-V.

Drive Past the Clutter and Competition We will focus on the need to create excitement and make Honda stand out in the eyes of potential customers. We will stay aware of tight competition with the Nissan Juke, Jeep Renegade and Chevrolet Trax.

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VANGUARD van guard / ‘van ,gärd/ noun a group of people leading the way in new developments or ideas a position at the forefront of new developments or ideas

A big idea is the creative backbone that gives a marketing campaign direction.

Our big idea puts the power in the hands of our target audience. All marketing executions will stem from the idea of vanguard to inspire, engage and empower.

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tagline

Accelerate Ambition Our target audience already possesses the passion, energy and drive to achieve their dreams. As advocates of the Honda HR-V, we’re making their dreams happen faster.

campaign tone Inspiring, zealous and adventurous

creative strategy - creative vision It takes new ideas to move the world.

It takes ambitious people, ready to take risks, willing to support those in need, to better themselves and their environment.

It takes ambitious people, conscious and aware, full of questions and willing to embrace the lessons of the old world with those of the new. They are ambitious people who are eager to use the latest technology to explore new horizons.

They are dreamers for a living: authors, poets, scientists, engineers, creative and connected. It takes ambitious people to shape a generation.

They are vanguards.

They are drivers of the Honda HR-V.

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Note: All creative executions will follow Honda’s style guide.

creative executions - outdoor billboard

Copy reads:

Digital Billboard

“It’s never too early for that adventure.”

A see-through digital billboard will be placed along major freeways.

HONDA HR-V It will include a working analog clock to highlight the time of day. The #hrventure copy will read, “It’s never too early for that adventure” or “It’s never Time: 07:25 a.m. too late for that adventure,” according to the time. The clock will trigger the copy to change.

“It’s never too late for that adventure.”

HONDA HR-V An enlarged image of the Honda HR-V along with #hrventure #hrventure will create awareness and encourage social conversation and Time: 08:45 p.m. engagement.

TONE: inspiring, empowering and energizing

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creative executions - print advertisements

Print Advertisements Our print ads will be unveiled in a ‘curtain strategy,’ where we gradually release one ad after the next over the course of the six-month campaign. This will ensure our messaging consistently reaches the target audience, increasing brand retention.

All three ads highlight different aspects of an ‘adventure,’ appealing to the intrinsic ambitions of our target audience.

TONE: positive, empowering and motivational

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creative executions - guerrilla marketing Guerrilla Marriage Proposal

Follow-Up Ad one month later

Hollywood and Vine, February 14, 2015. 1:00 p.m.

A frantic young woman, Janet, 29, asks passersby if they have seen her boyfriend. She increasingly gets more nervous. At the last minute, a chopper flies overhead with her boyfriend, Steve, 30. Roses rain down from the helicopter. Steve is holding flowers. He slides down from the helicopter on a rope. Steve approaches Janet. “What are you doing,” she asks. He gets down on one knee. The band, Boyz II Men, complete with their instruments, step out from a restaurant business across the street. They start singing “End of the Road.” This whole event is now being broadcast on a billboard. People stop and stare. Nathan Morris (one of the main singers) gives Steve his microphone, and Steve asks the question: “Janet, will you make me the happiest man in the world and marry me?” She emphatically replies, “OMG YES!” Crowd goes wild. A brand new Honda HR-V drives up with ‘Just Engaged’ written on the back.

Steve and Janet hop in and the band joins them in the car. They drive off into the sunset.

Steve and Janet are on a beach in Hawaii with their Honda HR-V, which has “Just Married” written on the back. Steve and Janet talk to the camera, almost like they’re making a video blog. Janet: “This vacation has been awesome. We’re in Maui on the beach! This HR-V is taking us places we never thought imaginable.” Steve: “Only problem is, those Boyz II Men guys won’t go away. They’re third-wheeling---or six wheeling us everywhere. The water’s run dry. It’s getting weird.”

Camera zooms out to Boyz II Men playing hacky sack on the beach. They make eye contact with the newlyweds and start to break out in to song.

It’s awkward.

We can follow Steve and Janet’s honeymoon around the world on YouTube as they accelerate their ambitions in a Honda HR-V.

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creative executions - guerrilla marketing Public Transport - Train Guerrilla Execution The HR-V Crossover is no ordinary car. It is a symbol of invention, originality and adventure. We will be accelerating the ambitions of our audience by bringing the campaign’s adventurous and zealous tone to life.

The Anaheim Regional Transportation Intermodal Center will be the location for this guerrilla execution.

It is strategically placed in front of the Honda Center.

This destination attracts enough foot traffic within our target audience to ignite awareness of the car. The stunt will immerse train visitors with large illustrations of destinations on both sides of the building.

From a mountainous terrain or a lush path embellished by autumn trees to a sun-filled path along the Santa Monica Pier, various destinations will transition every 10 minutes. Tire tracks will be imprinted on the floor, as well as the tagline “Accelerate Ambition”. Not only will this stunt be photogenic, igniting awareness throughout social media, but it will give the audience a glimpse of the adventures the HR- V can undertake. This will be an effective interruption to people’s stressful commute.

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online and viral marketing Honda’s Mobile App - ‘Honda To-Go’ Honda is currently lacking a comprehensive mobile application. Apart from several Honda Link apps and an app for automotive accessories, the brand isn’t effectively reaching its technologically-driven target audience.

Honda To-Go Home #hrventure Models

With the creation of a new Honda app, ‘Honda To-Go,’ we will create an all-inclusive interactive brand experience. The app will include general information about Honda, but will also offer a special tab specifically for the HR-V. Users will have the option to:

Profile Picture

NAME

HR-V My Honda Live Chat

• Find the nearest Honda dealer • My Honda page: file and record details about the vehicle; for example, gas payments and maintenance reminders • Research all Honda models dating back to 2004 • HR-V Tab: view all its features, price range and customize an ideal car • Live Chat: to negotiate prices and get questions answered “Technology has given us the option to get creative with our lifestyle, to work from home, wherever that may be.

Experiences are everything.”

- www.domo.com (Business Intelligence online resource) Honda to Go

For millennials it’s all about fulfilling a lifestyle need that attracts brand loyalty. The ‘Honda To-Go’ app will foster customer engagement and create an interactive experience that has them wanting more.

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online and viral marketing (continued) SOCIAL MEDIA OVERVIEW Our campaign will use television ads to drive people online so that they interact with the HR-V’s website, Twitter, Vine and Instagram.

The ‘sweepstunt’ will encourage people to find out more.

YouTube HR-V ads will consist of a trailer for the HR-V documentary, ‘Kicking for Equal Footing,’ as well as clips of the ‘sweepstunt’ to encourage people to go to the HR-V website and our app.

Vine The HR-V’s Vine will feature short clips from the ‘sweepstunt’ as well as exclusive footage from AMC’s show, ‘Better Call Saul.’

Twitter The HR-V’s Instagram and Vine posts will be linked with the Twitter account. The Twitter account will allow users to customize and build their own HR-V without leaving the page.

The account will feature upcoming footage from AMC’s ‘Better Call Saul’ so that the audience is compelled to follow the HR-V and stay updated for more behind-the-scenes news and clips. This will correlate with our television campaign, as we will advertise heavily during that show.

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*Our Instagram strategy coincides with our Sales Promotion. (Just a few pages away)

online and viral marketing (continued) Pandora 30-Second Spot Narration: “You might be at work right now, or at the gym, or cooking your dinner. Ever stopped to wonder what is out there right now? Right this second. Think about it. (Pause) That mountain, that river, that sand. You know you want to get there. You are a pioneer of your dreams. A voyager always prepared for an adventure. Be the leader of your adventure and accelerate your ambition. Honda HR-V.” A ‘Click Here’ call-to-action will direct listeners to the Honda HR-V page on the company’s official website.

Honda HR-V #accelerateambition click here

Facebook Advertising Facebook advertising will embellish the sides of people’s newsfeeds. We will strategically target adventurous, trailblazing individuals and those who find interest in products/organizations that align with our campaign’s message.

Honda: 2016 HR-V An all-new Honda vehicle is being launched Spring 2015. Be the first to know all about it.

150 people are already talking about the Honda HR-V. Join them now.

Promoted Tweets In addition to our overarching Twitter strategy, we will also use our sponsored hashtags, #hrventure and #accelerateambition, to drive engagement and awareness for the HR-V.

Honda @Honda Mar 21 Something big is on its way. Pack your bags. #accelerateambition #hondahrv Promoted by Honda

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online and viral marketing (continued) Online Documentary - Honda HR-V Presents: “Kicking For Equal Footing” One aspect of positive advertising and marketing that we believe would be largely beneficial to boosting sales and awareness of the Honda HR-V is to create a brand-sponsored, feature-length documentary.

‘Kicking for Equal Footing’ will focus on the recent rise of women’s soccer in Iraq, both youth club soccer and professional soccer. This is a very empowering outlet for ambitious women, revolutionizing their role in a typically patriarchal society.

Professional female soccer players from the United States will travel to Iraq to educate and train young Iraqi women in playing soccer. By featuring these U.S. professional athletes driving in the Iraqi landscape with a Honda HR-V, we will subtly insert Honda into the conversation. This will associate the brand with positive relationships and advancement. The HR-V will represent individuality, freedom, empowerment and the acceleration of ambition.

Branded documentaries are recently successfully utilized by many brands, including Patagonia’s ‘DamNation,’ their recent documentary on dam removal. By focusing on a societal or environmental issue, our brand will impact a wider audience between theatrical distribution, online viewing and streaming.

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Honda HR-V for Women’s Soccer

online and viral marketing (continued) Honda Partners with GoPro We will build a strategic partnership with GoPro Hero4.

This collaboration is mutually beneficial because of the demographic overlap between both products. The consumers of both products are late millennials, technologically savvy, adventurous and active.

The following shows how the overall collaboration will function: Revolutionary Sweep-Stunt: Our agency will find compelling individuals throughout the United States who represent specific characteristics of our demographic. Examples include:

#1

Gianna, a 30-year-old volcanologist and mother of three children living in Bozeman, Montana. She drops her kids off at school and then heads to a volcano to collect volcanic samples.

#2

Cliff, a 27-year-old nutritionist living in Sun Valley, Idaho, who gets off work to go cliff jumping with his girlfriend.

#3

Leslie, a 25-year-old, who runs a non-profit that combats homelessness in Long Beach, Calif. In her spare time, she performs in trendy clubs.

Gianna, Cliff and Leslie live enriched, diverse lives. Their vehicles serve as a catalyst for their passions. It provides them with spaciousness (which gives them room for equipment), efficient fuel economy (which allows them to travel farther distances) and high terrain capability (to get to places they would not be able to travel to otherwise.)

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online and viral marketing (continued) GoPro installations on the Honda HR-V How would this work?

Honda will give selected individuals a brand new HR-V equipped with GoPros on both the interior of the vehicle as well as the front and back of the vehicle.

GoPros will be attached to a system to allow them to be constantly charging and recording.

GoPros will record their activities for a week.

Example photo submissions:

The footage will be used for television and YouTube commercials.

Live streaming of these activities will be available on the HR-V website as an interactive map that will allow visitors to click on each individual’s HR-V to see what they are up to.

Gianna’s photo This partnership will correlate with our sales promotion on Instagram. Users will be encouraged to post a photo of their adventure on Instagram using the hashtag #hrventure to win a Honda HR-V equipped with GoPro Hero 4s and a roadtrip to the Super Bowl on February 2, 2015.

Leslie’s photo

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Cliff’s photo

Direct Marketing Direct Mail - HR-V Postcard With the continued rise of technology and online media, direct mail is seldomly used. However, the internet is cluttered with information, making it harder for brands to break through and get their messages across. Therefore, mailing our technologyoriented target audience a tangible ad is unexpected and exciting in the midst of all the junk.

Direct mail is an underrated channel with the following benefits: • Narrowing down our audience to a niche segment • Personalization, including names on the card • Measurable results, making it is easier to track the number of impressions with the physical delivery of content • Inexpensive marketing method The collateral sent through the mail will be a mock postcard from a ‘friend’ with a photograph of his or her adventure with the HR-V. This tactic will promote the various experiences an HR-V can offer. The tagline, “Accelerate Ambition” will accompany the body copy to tie in our creative strategy.

The postcard will be accompanied with another card detailing the car’s highlights, including the Magic Seats and HondaLink Next Generation connectivity, along with information leading viewers to the website and social media sites.

Ho #accelenda HR-V rateam bition

car out!

Jimmy! Check this the peak!!!

It helped us get to Love, Alice & Ben Jim Smith 530 One Treeland Rd. San Diego, CA

y r ectivit ssove Conn V Cro ts n R io t H a r Gene ic Sea - Mag aLink Next d n - Ho V space a an SU - Urb sive cargo iew camer n v - Exte angle rear i- Mult

V a HRHond teambition lera #acce

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public relations Wired Magazine We will pitch a feature story in Wired magazine highlighting the HR-V’s innovative advancements. The magazine’s techno-utopian agenda aligns perfectly with our target audience’s interests in pioneering technology.

Wired works diligently to transform “new ideas into everyday reality.” Hence, this will be the perfect fit for the HR-V vehicle launch.

TIME Magazine Time magazine has been spotlighting leaders of the world for years. For this reason, we would like the magazine to capitalize on Honda’s trailblazing entrance into the unexplored subcompact SUV segment. The feature story will also highlight the HR-V’s innovative combination of versatility, technology and design. The alignment between Time and the HR-V are almost perfect with how both “embrace the lessons of the old world with those of the new.” This awareness will reach 17,341,000 readers, many of which are within the HR-V’s target demographic.

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public relations - pitch letter Email format: Subject line: New Honda vehicle accelerates your ambitions Dear [insert journalist’s name], Honda’s new HR-V is breaking in to a new class of rapidly growing subcompact SUV’s. This Fit-based vehicle primarily targets entry level car buyers with a base price of $19,200.

With the HR-V’s combination of technology and design, our late millennial target audience aligns perfectly with your innovative and ambitious readers.

The HR-V is a packaged adventure ready to be switched into overdrive.

This subcompact SUV has the following key features: • • •

Foldable Magic Seats® giving you nearly four feet of vertical space Three different ways to configure its interior Hidden rear door handles

For more information about the HR-V and its position in the market, check out our new website: http://automobiles.honda.com/hr-v/#intro.

If you have any questions, please feel free to get in touch with me. I’ll give you a call tomorrow to touch base.

Best, Rebecca Haber Account Executive, 4+1 Solutions 310-414-6632 | rebeccahaber@41solutions.com

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Sales Promotion Promotional Contest Show us your #hrventure!

To kick off the campaign and build buzz around the Honda HR-V, we will host a two-part, monthlong online contest that correlates with our GoPro partnership. It will increase the conversation on social media about the brand and increase the number of downloads for the Honda mobile app.

One day. #hrventure #honda #hrv Yay Hondaaaaaa I hope you win!!!

Part One: Participants have to download the new mobile app, ‘Honda To-Go,’ and design their ideal HR-V. This includes interior and exterior colors and specific car features. Then, they submit their creations within the app. Through the submission page, we will be able to store a database of consumer information.

Can I go with?

Love it.

Part Two: Participants will create an Instagram photo, collage or video illustrating the type of adventure they would take with their ideal HR-V using #hrventure.

Honda representatives will choose the three most creative submissions and deem them winners. Winners will go on a road trip in their ideal HR-V (with GoPros attached) and have the opportunity to turn their dream adventures into a reality.

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If I won a #Honda #HRV I wouldn’t spend a single day indoors. Beach errday! #hrventure

media plan - media objectives

1 2 3

Build an All-Inclusive Plan We will use traditional and non-traditional media in order to reach our audience online and offline. This will increase our overall reach and impression count.

Increase Audience Engagement Our campaign will foster conversation and action, increasing overall interaction with the Honda brand.

Increase Retention and Comprehension To consistantly stay within the minds of our target audience, we will strategically plan our media spendage to build brand loyalty.

media strategies - While encompassing all forms of media, we will emphasize on online and television - Adopt an integrated strategy that will link our offline and online executions

- Executions will include calls to action - Employ #hrventure throughout the media campaign to spark conversation

- Continuous media plan (hit the target audience in frequent intervals along the course of the campaign)

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media plan - media breakdown Audience Media Lifestyle According to psychographics, current Honda owners scored high in the following areas: • Conversations with friends • Going to the movies • Listening to the radio • Reading • Working out • Shopping • USA travel • Watching television

Television Advertising

$9 million

Television advertising is one of the most popular mediums because it reaches a wide range of viewers. TV ads also have a wide target window with various channel options.

Some of the channels we want to focus on are: • Discovery Channel • ESPN • Travel Channel Roughly $24 million will be spent on approximately 50 commercials shown on very popular TV shows. (Approximately 475,000 per 30 second spot for very popular shows.) $6 million will be spent on approximately 60 commercials shown on niche TV shows that appeal to our target demographic.

(Approximately 100,000 per 30 second spot for niche shows.)

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Honda HR-V

#accelerateambition

media plan - media breakdown (continued) Billboard Advertising

$3 million

Billboards are a great way to reach a large amount of people with one quick message. They are also a costefficient way to yield a substantial number of impressions.

We will put emphasis on the billboard campaign in Southern California. Many people in this geographic region lead active lifestyles that fit within the identity of the Honda HR-V. Billboards run from $1,000 to $30,000 in highly populated regions. Because our billboard includes a transparent display with digital time, we expect it to be on the higher end of the financial spectrum. Hence, we have budgeted this execution at $3 million.

Radio Advertising

$3 million

Radio advertising is an inexpensive channel to reinforce marketing messages. The ability to target audiences according to specific stations and interests makes radio a beneficial outlet to run hundreds of ads, reminding listeners about the HR-V.

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media plan - media breakdown (continued) Outdoor Transit Advertising

$3 million

Outdoor advertising reinforces messages and targets viewers when they least expect it.

• • • •

Bus Exterior Ads: $150 - $4,500 per ad per four week period Bus Stop Ads: $150 - $4,500 per ad per four week period Bus Interior Ads: $20 - $125 per ad per four week period Bench Ads: $75 - $500 per ad per four week period

Online Advertising

$15 million

When it comes to buying a car, the first place our target audience looks to is the internet. Because of this, we will be spending a good portion of our budget on online advertising.

Ads will be placed on sites such as Kelly Blue Book and Edmunds along with video ads on sites like YouTube and Hulu.

Banner ads will also be placed on websites that have a high traffic rate with our target audience like Facebook and Twitter.

• Facebook log-out screen ad: $100,000 • Hulu in-stream ads: $30 CPM • Standard web costs:

728 x 90: $14.88

300 x 250: $16.12

160 x 600: $15.25

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Honda HR-V #accelerateambition Click Here COMING SOON 2016

media plan - media breakdown (continued) Magazine Advertising

$3 million

Magazines have a high pass-along rate. Monthly installments ensure consistant marketing reinforcement.

We will do full-page ads across a wide variety of magazines based on interests, topics and tone that our target audience engages with the most.

Magazines we will target include: • Autoweek • Car and Driver • National Geographic • Reader’s Digest • American Lifestyle Magazine

Email Campaign

$1 million

Emails are time-efficient and cost-effective. They can also be customized to the target audience, making it a personalized corporate conversation as opposed to ‘junk mail.’

Guerrilla Campaign Our guerrilla executions tell a story, engage the audience and leave behind a resonating message about the HR-V. Hence, to be as effective as possible, a $3 million budget has been allocated for guerrilla. It gives us just the right amount of creative liberty.

$3 million

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media plan - media breakdown (continued) Direct Mail

$1 million

Direct mail allows us to break through the clutter and reach our target audience directly at their homes. Personally delivering our HR-V pitch in today’s day and age will resonate well and leave a lasting impression.

For production, our direct mail will cost approximately $1.25 each, which calculates to reaching about 800,000 people.

Documentary Sponsoring a documentary will cost around $2.68 million for travel and production. This medium is a creative and engaging method of promoting Honda. Our documentary will incorporate philanthropic efforts, appealing to our target audience’s values.

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Honda HR-V #accelerateambition

$2.68 million

media plan - chart and explanation This flowchart demonstrates the timing and frequency of our ads. We will use a pulsing method to strongly engage viewers at crucial purchasing times, particularly during the launch of the HR-V and during the summer time to capitalize on summer sales. Our strategy will keep Honda on our target audience’s mind through a steady and consistent pace.

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campaign evaluation In order to measure the success of our campaign, we will carry out the following forms of evaluation:

Google Analytics Google Analytics measures online traffic to Honda’s website. With this tool, we can observe how many visitors the HR-V page receives. Google Analytics can also help us track the amount of downloads and the level of interaction with the Honda mobile app.

Social Media Interaction Our campaign is social media-driven; hence, we can measure how well the campaign performs by evaluating the number of people engaging with Honda before and after the launch of our campaign. We will also evaluate consumers’ general consensus about the HR-V by observing online conversations and mentions.

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@honda

#hrventure #HRV

#accelerateambition

budget - budget breakdown

Figures in % Television Billboard Radio Outdoor Online Magazine Direct Mail Email Campaign Documentary Guerrilla

$9 million $3 million $3 million $3 million $15 million $3 million $1 million $1 million $2.68 million $3 million

Agency Fees

$8.32 million

Fee Production Fees

$5,200,000 $3,120,000

Total $52 million

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appendix - creative brief

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1) How will we measure the results of the campaign?

• Surveys: collecting reactions to our campaign • Sales/ interest in HR-V • Google Analytics • Online tracking of viral efficacy

5) How does the company compare to the competition? List major strong & weak points.

• Strong points: Reliability, safety, long lasting • Weak points: Entering an already crowded segment

2) How is the company positioned in the market?

• Honda is perceived as the reliable car brand • Cars are safe and last long • Value for money • Fuel Economy

6) What is are the “reasons to buy, choose or try” expressed as a bullet point sales argument?

• Magic Seats • Next Gen Connectivity • Adaptable • Youthful, fun, adventurous

3) Does the company have a tagline? Is it effective?

• “Start Something Special” • The idea is that it’s not a car, it’s a relationship • Focusing on lifestyle and psychographics • Honda’s global brand message: “The Power of Dreams” • These are effective for the current target audience, however they need a newer, fresh direction for their younger audience • Storytelling. They need sui generis (latin phrase meaning “of its own kind”) storytelling

7) Describe the brand in terms of: • Personality: Exciting and fun, sexy, creative energy • Value to the target audience: An engine to power their energy and adventurous needs, room for personal freedom, independence and pride since they bought it with their own money • Visual identifiers: Magic Seats, sporty, sleek look • History or story: Honda’s have been on the road over a million miles. Bring back the youthfulness to Honda

4) Does the company need to be re-positioned? How? • Not re-positioned, but definitely strengthen its message to appeal more to millennials aged between 25-30 • Customize it to them, make them feel special

8) Does this product have a genuine competitive advantage over others? If so, what?

• Magic Seats • One of the first Subcompact cars for youthful audience

appendix - creative brief (continued) 9) Why should someone pick Honda?

• Advanced Systems • More room to store things and for leg room • Fuel efficient • Great stereo • Adaptable: Can be driven on city streets and mountain roads 10) What could differentiate Honda from competitors?

• Magic Seats • Next Generation Connectivity 11) Does this product solve a real consumer problem?

• More room inside to fit belongings: when trying to fit outdoor/social occasion/adventure equipment such as hiking gear, tents, bags, music instruments etc. MORE SPACE to fit MORE FRIENDS = MORE ADVENTURES • The HR-V can take them all the way to the top of a mountain: it can handle steep roads, rubble and jagged roads 12) What is that problem? How does the product or service solve the problem?

• Target market needs more room in their car to accommodate their friends and family on their adventures and the car does this by provided magic folding seats, being very fuel efficient and by being ready for any adventure

13) What are the cultural, historical or popular icons of the company, or the industry, that might inspire the concept or design?

• Matthew Broderick in the commercial about Ferris Bueller (80’s, daring, spontaneous) • Michael Bolton (uses a lot of humor, winter friendly) 14) What visual aspects of the company, the product or service might inspire design or concept ideas?

• The HR-V is offered in black and charcoal grey • Magic Seats • Honda logo 15) Is there any anxiety or psychological stress possibly related to the company, the product, service - or the purchase process?

• Cognitive Dissonance - the point of post-purchase • Recent automobile recall due to airbag defects • Honda has had over 1,000,000 product recalls since 2011 for interior accessories defects in the accord (uncomfortable seats, door locks, cracking sounds inside vehicle, gauges stopped working, key ignition) 16) What’s the single, most significant Key Fact relating to the market and the company, service or product?

• Honda is breaking into the subcompact segment • The brand is trying to reach a younger demographic

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appendix - creative brief (continued) 17) Are there any significant problems in the target audience that inhibits purchases?

• Opinion leaders: friends, family’s influence • Social Media could be a barrier: what people say about the brand (those that are not fans of Honda) 18) What should the communication encourage people to Think or Feel or Do? • They are in control • Pride, independence and a sense of adventure • Freedom • Adrenaline rush 19) Beyond setting the “Think / Feel / Do” objectives, what are some ways to accomplish those objectives?

• Focus on the physical features of the car that improves their driving experience • Tap into their emotions, their intrinsic desires • Cut to the chase with the facts 20) What are some of the surprising or unexpected aspects of the company, the product or service?

• Honda wants to invite a younger audience back into the brand. With the HRV, they will be the first to carve out a car market for older millennials 21) What are the psychodynamics of the audience?

• Sense of adventure and tech savvy, independence, control, passion, trendsetters

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22) How is the audience changing, evolving?

• Technology advancements • Marriage and growing families 23) Describe the competitive landscape?

• Honda is being an industry leader right now within the subcompact market. Won’t be long until other companies break into this category 24) Chief competitors?

• Nissan Juke, Jeep Renegade, Chevrolet Trax, Toyota RAV4 25) Industry trends to be aware of?

• Subcompact market is going to be huge. Honda’s the first to break into this • Hybrid engines • Fuel efficiency • Technological integration • Low pollution: eco friendly • Improved battery power 26) What keywords would people use to search for this company, product or service?

• Honda • HR-V • Subcompact • Magic Seats

appendix - creative brief (continued) 27) Who should or might buy the product or service?

• Adventurous, tech savvy, environmentally aware 25-30 year olds 28) Any secondary markets, secondary target audiences?

• No. No secondary or tertiary audiences. JUST older millennials. Really trying to break into the 25-30 audience. We already have the 29-45 audience 29) How much money does the client have to spend on this campaign?

• $52 million 30) What is the budget for this project?

• Strictly $52 million. Nothing over or less.

31) What is the client looking for?

• Bring back the youthfulness to Honda • Fun, excitement and adventure 32) Is there anything they expect to see at the presentation?

• KNOW the target audience. Don’t focus on just the Big Idea • KNOW Honda • Audience interaction

33) What is the 30 second elevator speech for this company, product or service?

• Honda is a company that is built on the dream to enhance human mobility and improve society.

As a result, we are motivated to build innovative products, such as the HRV, that are not only safe, but also efficient. It’s not about the increased sale that is important, it’s the customer’s satisfaction. For this reason, we customize each of our vehicles to our target market’s liking. Make it for the product!

HR-V! 34) This is who we are, what we do, and what we can do for you.

• We are a automobile company that not only manufactures and sales cars that are safe and efficient, but we also build dreams. “The Power of Dreams” guides and inspires us to create innovative products that enhances human mobility and improves society. We don’t release a product until we know it reaches our customers’ standards of perfection.

35) What are some of the unusual or unexpected reasons people buy the product or service. Any unusual or unexpected uses for the product/service?

• Great car for starting a family • Magic Seats • Very roomy and ready for various adventures

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appendix - creative brief (continued) 36) Does the client have any reference websites, ads or marketing campaigns?

• Liked Toyota Camry campaign • Iphone/ Apple 37) What are the existing creative communication assets? (Photography, customer testimonials etc.)

• Loving employees • Humor as a way to get people’s attention • Beloved celebrities used as opinion leaders 38) Is there anything else important to this project?

• A youthful tone in the campaign • Adapter/millennials are the target market

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thank you We hope you enjoyed reading our marketing plan as much as we enjoyed creating it.

We look forward to working with Honda.

special thanks Cheril Hendry Cheryl Boone Isaacs Veston Rowe Kristen Roberts Honda Motor Company Ltd. Dodge College of Film and Media Arts

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sources - titles and links “Are These the 12 Types of Millennials?” AdWeek. Web. 4 Dec. 2014. <http://www.adweek. com/news/advertising-branding/are-these-12-types-millennials-160688>.

Bogardus, Meghan. “12 Things Millennials Refuse to Do - Driving a Car, Getting Married - AARP.” AARP. Web. 4 Dec. 2014. <http://www.aarp.org/politics-society/history/info-08-2013/12-thingsmillennials-refuse-to-do.html#slide13>.

Curtis, Lisa. “Happiness Is the New Success: Why Millennials Are Reprioritizing.” The Huffington Post. TheHuffingtonPost.com, 24 Jan. 2012. Web. 4 Dec. 2014. <http://www.huffingtonpost. com/lisa-curtis/millennials-success_b_1225046.html>.

Robinson, Britany. “Generation Rent: Why Many Millennials Are Choosing a Nomadic Lifestyle.”

The Cultureist An Online Travel Culture Magazine for the Socially Conscious Citizen. Web. 4 Dec. 2014. <http://www.thecultureist.com/2014/08/18/millennials-characteristics-becomingnomadic/>.

“The Vacation Equality Project: It’s Time For Guaranteed Vacation in the US.” The Cultureist An Online Travel Culture Magazine for the Socially Conscious Citizen. Web. 4 Dec. 2014. <http:// www.thecultureist.com/2014/07/30/vacation-equality-project-guaranteed-vacation-usa/>.

“Why Millennials Are Choosing Freedom Above All Else (INFOGRAPHIC).” The Cultureist An Online Travel Culture Magazine for the Socially Conscious Citizen. Web. 4 Dec. 2014.

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