MARI RADA
THE POWER OF DREAMS:
SETTING OPPORTUNITIES
IN MOTION
AMERICAN HONDA CO.
FALL 2016 CAPSTONE CAMPAIGN
THE PROBLEM:
Most people in America think of Honda as safe, reliable, and durable, but Honda's brand culture stands for so much more.
THE OBJECTIVE:
Position Honda as exciting, youthful, innovative, and fun to establish positive emotional connections and bridge this perceptual gap.
PRIMARY RESEARCH
2
FOCUS GROUPS
13
PERSONAL
INTERVIEWS
3
ETHNOGRAPHIES
1
BLIND
SHOPPING
EXPERIENCE
279
SURVEY
PARTICIPANTS
THE GOAL:
Fully understand how people think about "dreams": as lifetime pursuits or unattainable wishes?
FOCUS QUESTIONS:
1. What are your dreams today versus when you were younger?
2. Why have your dreams changed?
3. How do your dreams make you feel?
4. How have race and age impacted your dreams?
KEY INSIGHTS
62.6% OF RESPONDENTS SAY THEIR DREAMS ARE PRACTICAL
PURCHASE DECISIONS REFLECT PRACTICALITY
KEY EMOTIONAL TRIGGERS ARE ACCOMPLISHMENT, HAPPINESS, AND RELIEF.
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THE STRATEGY
COMMUNICATION GOAL:
SHIFT PERCEPTION OF THE HONDA BRAND TO POSITION IT AS FUN AND EXCITING AND FULFILL A POSITIVE EMOTIONAL CONNECTION
we make
TECHNOLOGY FOR MOBILITY
WE SELL
INDIVIDUAL FREEDOM
WE BELIEVE IN
THE UNBOUNDED POTENTIAL FOR SELF-DETERMINATION
GUIDING PRINCIPLES
A MULTICULTURAL NATION
The campaign will celebrate authentic diversity, especially targeting greater populations of Hispanic and African American communities.
CREATIVITY IS THE FUTURE
Creativity and innovation will be key factors in both media selection and communication strategy.
USERS RULE
The campaign will bridge digital and offline experiences to give the audience the opportunity to join the conversation.
THE CREATIVE
CAMPAIGN TEASER
THE MESSAGE:
SETTING OPPORTUNITIES IN MOTION
HONDA HELPS YOU GO FURTHER IN LIFE BY CREATING A WORLD OF BOUNDLESS INNOVATION
To kick off the campaign with a big splash, Honda will sponsor Uncharted fundraiser concerts featuring local musicians in 10 target cities:
San Francisco, Los Angeles, San Antonio, Dallas, Houston, Miami, Chicago, Washington DC, Philadelphia, & New York.
For one week in each city, urban parks and buildings will be transformed with locally-commissioned chalk murals and adult-friendly playgrounds to raise money for local art and community-improvement programs.
Snapchat users will even be able to apply geo-filters specific to each city!
SHAPE
OPPORTUNITY
Each concert will be broadcast live on UPROXX.com to promote the existing Uncharted series.
Donation collections will be placed throughout the city, and all proceeds from the fundraiser will go to local foundations that support art and community development.
To build momentum around these events, local artists will be commissioned to design murals and pop-up parks that reflect the local culture and inspire creativity and curiosity in the everyday world.
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Finally, Honda will launch Snapchat geo-filters that are specific to the parks to encourage social sharing and spark interest
Next, Honda will put the power of individual freedom in the hands of every customer by consolidating the existing HondaLink and AHA apps.
By combining the maintenance and scheduling features of HondaLink with the music and entertainment features of the AHA app, Honda will give users the tools they need to start on the road ahead.
SIEZE
OPPORTUNITY
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MY HONDA
Under this section, Honda owners will be able to schedule appointments at their local dealership, check on the status of their vehicle while it's in for repairs, and even receive maintenance alerts if tire pressure is low or it's time for an oil change.
HONDA
POWER
OF
DREAMS
APP
We gave the current HondaLink app a facelift.
As a one-stop hub for entertainment, travel tips and vehicle maintenance, the P.O.D. app empowers individuals to seize the opportunities that lie on the road ahead.
MY ENTERTAINMENT
Under this section, users will have access to a library of personalized playlists, audiobooks, the UNCHARTED music channel, and the all-new Power of Dreams podcast, a new drive-time talkshow dedicated to sharing productivity tips and motivational stories.
MY ADVENTURE
Finally, this section will offer a new feature that uses geo-targeting to help users plan their road trips. Depending on your personal style, you can search by categories such as Music Lover, History Buff, and Explorer to find the perfect stops that inspire you to go further.
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Too often, the individuals making the greatest contributions to society never receive the recognition they deserve.
This is why, throughout the campaign, Honda will promote the #HondaVision
hashtag as a way to recognize those dedicated activists who are using their creativity and ingenuity to make the world a better place.
SHARE
OPPORTUNITY
#HONDAVISION
HONDA VISIONARY:
a problem-solver, an activist, a role model
On its own channels, Honda will use the hashtag to highlight one "Honda Visionary" each week across Facebook, Instagram, and Twitter. Additionally, users will be encouraged to share it themselves to show appreciation for individuals who are making a difference in their communities.
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CELEBRITY TWITTER TAKEOVER
Toward the end of the campaign, celebrity and activist couple Chrissy Teigen and John Legend will take over Honda's Twitter page. Not only is this couple influential, but they also provide a culturally and generationally relevant face to connect with the target audience on a more personal level.
