Honda shows off car’s inner beauty in new Civic ads
Honda is promoting the release of its latest Civic model, the Tourer, with the launch of a marketing campaign that focuses on the car’s interior, rather than its exterior design.
By Sarah Vizard
Video: Honda’s campaign for the new Civic Tourer
https://www.youtube.com/watch?v=mhBc1MprPHs
The car marque says the “Inner Beauty” campaign is a celebration of the fact that beauty is about more than surface design. Created by Wieden + Kennedy, the ad shows viewer the “beauty” inside a number of objects, including a golf ball, guitar amp and suitcase, before showing how they all fit inside the car and finally revealing its design.
The campaign launches on TV on 3 February and will be supported by print and digital media ads. Honda will also run a five-day Twitter competition where it will tweet short clips of the ad featuring a concealed word that will relate to a prize that fans can attempt to win by tweeting Honda using the hashtag #CivicTourer.
The social media aspect is the latest strand of Honda’s strategy to place greater emphasis on social as it attempts to move from “monologue to dialogue”. Honda has been relatively quiet on the marketing front over the past couple of years but is ramping up as it looks to bolster the rollout of several new models.
Honda is aiming to double the pace of vehicle sales growth to around 22 per cent in the current quarter, ending March, part of a larger drive to double global sales in the five years to 2017.
