September 3, 2017
Fit for Fun: New Marketing Campaign Highlights High Tech and Sporty Character of 2018 Honda Fit
"Honda has created a campaign for Fit specifically geared toward younger car buyers who lead busy lifestyles and are uber-connected," said Susie Rossick, Assistant Vice President of Honda Marketing at American Honda Motor Co., Inc. "Millennials are the most diverse group of buyers out there, and the Honda brand has seen an increase of 12 percentage points in multicultural millennial buyers since 2010. We have created an engaging and comedy-driven campaign that speaks directly to these buyers where they spend the most time consuming media -- online."
2018 Honda Fit Gets Creative
To extend the Fit campaign to multicultural audiences, Honda is launching a :30 Hispanic TV spot, "Secret Life of Fits" (https://youtu.be/VbSF-ILa gE) and a series of "Fituation" spots geared toward reaching African American millennial car buyers (https://youtu.be/lrgFiddd7z4).
Fit for Everyone ? Multicultural Campaign Elements
In the new "Fituation" series of TV spots, co-written and directed by Chris Spencer, Honda is looking to appeal to an African American millennial audience with a focus on the fun aspects of the vehicle including the new Display Audio system, and highlighting the Fit's new Sport trim. Instagram comedian Renny will help deliver the brand's "Fituation" message with a humorous tone. Renny helps communicate the idea that with the Honda Fit, any ordinary situation can be turned into a "Fituation."
Additional Fit Campaign Elements
The general market "Fun Surprises" TV spot will make its on-air debut within the highly anticipated NFL and NCAA football games at the start of their seasons as well as within top-rated Late Night and Cable programming, including NBC's Saturday Night Live, ABC's Jimmy Kimmel Live, AMC's Fear of the Walking Dead, and FX's The Strain. To target multicultural audiences, the "Fituation" series will extend reach within networks and programs including BET, TV One, NFL, and NCAAF. Likewise, the Hispanic "Secret Life of Fits" TV spot will air in Hispanic Primetime, Cable, and Sports programming. To reach Millennial viewers who are cord-cutters or cord-nevers, the campaign leverages premium online platforms and devices, including Hulu, Amazon Fire TV, and Roku.
About the Redesigned 2018 Honda Fit
Honda has been producing automobiles in America for 34 years and currently operates 19 major manufacturing facilities in North America. In 2016, more than 95 percent of all Honda vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.
SOURCE American Honda Motor Co., Inc.]]>