Honda to put greater focus on social to move from “monologue to dialogue”
Honda’s latest TV campaign to promote its CR-V 1.6 i-DTEC vehicle forms part of a wider strategy that will see the car marquee place a greater emphasis on social and associate itself with advanced motoring and auto sports, according to its European head of marketing.
Martin Moll, Honda Europe’s head of marketing, told Marketing Week the Japanese firm’s latest TV ad campaign, with creative work from mcgarrybowen London, runs with the tag line: ‘An impossible, made possible.’
Honda hopes this activity – which forms part of a strategy set to run until 2015 – will help bolster several planned product rollouts, including the launch of vehicles including the reintroduction of its “super car” NSX range.
This activity marks the end of a 18 month to two-year period of relative “inactivity” and sales declines for Honda – which it attributes to the Eurozone financial crisis and supply-chain problems caused by last year’s Japanese Tsunami.
The campaign coincides with the reintroduction of Honda’s sponsorship of an F1, a move Moll says is a further attempt to associate with high end auto products.
Moll also told Marketing Week the campaign will also see Honda return of its “roots of innovation”, but this time with an increased focus on social media which he claims will help it move from “monologue to dialogue”.
He said: “I want to see some energy come back into the brand after a period of inactivity.”
This may possibly involve crowd-sourcing feedback on which types of branded content to circulate among audiences.
Moll adds: “I’m interested in creating the kind of content where an audience can offer feedback and we can potentially follow up on.”