Honda has launched a new celebrity-branded marketing campaign for its 2013 Civic model starring America’s Got Talent host Nick Cannon.
‘Best Yourself’ is the title of the two-minutes long ad targeting the 18-35 market and showcasing individuals working towards their personal goals. The clip features Cannon driving a Civic and talking about self-improvement. So far, the campaign resulted in 2 million views for the video on YouTube.
Honda Civic 2013 ‘Best Yourself’ with Nick Cannon
Asian automobile brands are known for their conservative marketing approach, usually focusing on different features and attributes people associate with the vehicles. Honda’s new ad campaign is therefore very refreshing. The company decided to step out of the comfort zone and join other brands with a non-traditional marketing initiative.
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“We believe that things can always be better and this sentiment can be seen in the numerous improvements we made to the 2013 Civic. Honda made the best-selling compact car in the U.S. even better,” said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc., “The emotionally compelling and multi-layered ‘Best Yourself’ campaign is built on this foundation of continuous improvement by celebrating individual’s achievements towards personal greatness. We look forward to seeing how consumers exemplify this through the #BestYourself social community.”
Honda encourages people to share their goals and objectives using the hashtag #BestYourself on Facebook, Twitter & Co. The company understands the importance of asking for feedback from different social communities to ensure marketing strategies reflect the needs and wants of the ‘millennial mindset’. The automobile industry understands the power of the web and more importantly, the huge level of inter-connectivity that is achieved through engagement on different social media sites.
What do you like or dislike most about this commercial ad? Is Honda‘s new marketing strategy going to pay out? Look forward to your insights in the comments below.