To bring attention to the significantly enhanced 2014 Civic Coupe and Si Coupe, Honda is launching an uplifting multiplatform campaign—"One More Thing to Love about Today." The work features blues rock band Vintage Trouble and pop culture favorites Adventure Time, Nyan Cat and other Internet sensations.
To contrast the typical negative news cycle, the new Civic campaign features a collection of inspiring print, digital and TV spots, speaking to the optimism of today's youth. A 30-second TV spot, "Performance," began airing today on network and cable television, in addition to an extended two-minute online video. Home-page takeovers on MSN, Yahoo! and First Watch on YouTube will run the week of January 13.
"This new Civic campaign connects with a new generation of buyers by prompting them to focus on the positive and consider what they love about today," said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc. "The Civic campaign also introduces a crew of fun pop cultural references that will pique Gen Y's attention across media they frequent."
The Civic TV spots are set to an original score and lyrics leveraging the "One More Thing to Love about Today" theme.
To complement the Civic spots, several innovative media placements will deliver a youthful, mobile and socially-focused marketing plan, including sole sponsorship of a first-to-market digital scrapbook on the streaming music service Spotify. Visitors will be able to create a unique, social media and music mash-up by connecting their activity on various social platforms and set the scrapbook to music they were listening to at different times in their lives. Furthering the Civic's connection to music, for the first time ever, Honda will offer full song previews on the music discovery site SoundHound.
Other innovative placements include sole ownership of MTV's Artist to Watch 2014 program, featuring a live digital stream of the Artist to Watch concert. Engaging mobile placements are part of the overall campaign within new and popular mobile games like MoviePop and Scramble with Friends. A similar themed print campaign also will run in auto-enthusiast publications.
A full TV schedule across primetime, late night, cable and Spanish-language TV will also run in January and February.
Honda offers a complete lineup of cars and trucks through a network of more than 1,000 dealerships in the United States. Honda has more than 30 years of experience producing automobiles in the region, which began with the Accord in Marysville, Ohio, in November 1982. Having produced more than 25 million vehicles in North America through 2012 using domestic and globally sourced parts, Honda currently operates 14 major manufacturing facilities in North America, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions.
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