HONDA TOUTS THE 'POWER OF RIDGELINE'
Aug. 15, 2016
Source: Marketing Daily article by Tanya Gazdik
American Honda Motor Co. has launched a campaign for the 2017 Ridgeline pickup during the Rio Olympic Games.
The integrated campaign includes a 60-second TV spot that highlights the truck's versatility, utility and comfort. The creative execution was developed by stop-motion artist Pes. A departure from typical truck category ads, it showcases a full-scale construction project that ends in a surprising twist.
The spot launched Aug. 3 online as a sneak peek ahead of the Olympics. The Honda Ridgeline made its TV debut during Super Bowl 50 with the "A New Truck to Love" spot featuring Queen's hit, "Somebody to Love."
The campaign also features a strong experiential presence, as well as print and out-of-home media activations, social media programming, digital media and original content that showcases some of the pickup's most unique features.
To extend the reach of the campaign, the automaker will share multiple social programs. A set of four stop-motion videos will go live mid-August, with each video created to show off the Ridgeline's various features including impressive cargo and cabin space and robust payload capacity along with the Honda-exclusive In-Bed Trunk and Dual Action Tailgate.
Honda is partnering with the "Wood Whisperer," known for constructing education and entertainment for the modern woodworker, to create "Saturday Projects" in the back of the Honda Ridgeline. In a series of four videos, the Wood Whisperer will use the features of the Ridgeline including the in-bed trunk and AC outlet, to build a BBQ cart, a giant connect-four game, dog steps and bench.
The Honda Ridgeline also will be featured on Tested.com created by Mythbusters star Adam Savage, this fall, with six custom builds highlighting the truck's unique features. The Ridgeline "Features Not Standard" episodes will rollout on Facebook, YouTube and on Tested.com.
"Our new campaign celebrates how Ridgeline defies convention whether used for recreation or work, to show consumers what sets it apart from the rest," said said Susie Rossick, assistant vice president of marketing at American Honda Motor Co., Inc., in a release.
National media will run on network cable, broadcast, and online video within top-rated programming and fall premieres. To create greater impact at launch, the campaign will include portal home page takeovers, such as on Yahoo and MSN. Large-scale outdoor units will boost visibility on the local level within select major urban markets. Print includes men's lifestyle titles, sports/fitness, technology and auto enthusiast magazines.
Honda is planning a new series of "Hometown Tailgates" for the fall to be announced later this summer. As part of the program, Honda Ridgeline will present the "Battle at Bristol's Tailgate Party" staring Kenny Chesney and The Band Perry and will be a part of the largest college football game in history the following day.
The automaker also launched a Hispanic campaign linked to Ridgeline's sponsorship of the Univision Deportes' broadcast of "Campeón de Campeones," the Mexican soccer championship match between the winners of the two most recent Liga MX seasons that took place in Los Angeles and aired on Univision. A new Ridgeline Hispanic TV spot, "No Es Nada" debuted during "Campeón de Campeones.