Ad Campaign for the Launch of the All-New Honda Insight Celebrates Hybrid for Everyone
The all new Honda Insight launches with campaign that says it's the “Hybrid for Everyone”. They have posters, commercials, celebs and of course, even a blog. Posting the release in full here.
A fully integrated national advertising campaign for the launch of the all-new Honda Insight begins March 16. The Honda Insight defies hybrid conventions by being inclusive and affordable. The strategy developed by Honda’s long-standing agency of record, RPA, communicates the down-to-earth, democratic “hybrid for everyone” concept with upbeat, optimistic imagery among a diverse collection of people.
The campaign targets consumers who want the benefits of a hybrid, but don’t want to sacrifice fun, style and sportiness.
“The launch of the Insight marks a new day for hybrids. The Insight’s fun-to-drive performance, versatile and fuel-efficient hybrid technology is reflected throughout the national ad campaign and invites everyone to consider a hybrid,” said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc.
Honda and NBC have partnered to create five 40-second branded-entertainment vignettes to co-promote NBC Universal’s “Earth Week” and the launch of the Honda Insight. Each vignette will feature a well-known actor from an NBC primetime show driving an Insight. Each actor will talk about certain aspects of their everyday lives—from the start of their careers to how they still try to keep life simple—just like everyone else. The vignettes will highlight certain features of the Insight and will also showcase that this vehicle is a “hybrid for everyone.” The vignettes will begin airing the week of April 20 during NBC’s Universal's “Earth Week” in primetime.
Print and out-of-home creative also communicate a “hybrid for everyone” message through a honest, simple and clean design.
Beginning in late April and early May, the campaign is supported in major markets by in-theater, newspaper, radio and interactive. Aerial banners will run during Memorial Day weekend in Los Angeles and the Fourth of July weekend in select top markets.
Honda will be hosting an Earth Day Insight Launch Event on April 22, 2009, at the Honda Center. The event will give consumers the opportunity to see the Insight, test-drive the Insight, and one person will win an Insight. The event will also be a homecoming of sorts for original Insight owners, as they are encouraged to bring their cars and take a look at the new generation.
During prelaunch, a blog, http://insight.honda.com, featuring exclusive videos of Honda Insiders (engineers, product planners, etc.) discussing the Insight, introduced the democratic feeling of this campaign. The aforementioned URL will redirect to a dedicated marketing Web site on April 16.
To reach consumers in unique and impactful ways, interactive helps to position the Insight as fun, youthful and affordable. Video has been extended across various high-profile home-page placements, including AOL, MSN, Yahoo! and YouTube, to deliver high-level product information via an immersive Insight interactive tour. Branded canvases will run on ABC, CBS and NBC, and Insight video will run throughout various TV and movie programming properties.
To generate interest in the online gaming segment, the Insight will be one of the launch sponsors of XBOX Live Primetime, which allows users to participate in a free, live game show experience. The Insight will be the sole sponsor of XBOX Live Primetime’s “Play and Win.” Insight video will be featured before and during game play.
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