1. Campaign: 2016 Honda HR-V new vehicle launch
An advertising campaign by 4+1 Solutions
Rebecca Haber, Nikita Hegde, Astrid Martin, Kady Lay and Adam Rose-Levy
Chapman University
Fall 2014

2. nikita hegde
Creative Director
astrid martin
Copy Writer &
Research Analyst
rebecca haber
Account Executive
kady lay
Media Director
adam rose-levy
Art Director

3. table of contents
Executive Summary
Situational Analysis
Target Market Breakdown
Marketing Objectives
Big Idea
Creative Strategy
Creative Executions
Online and Viral Marketing
Direct Marketing, Public Relations and Sales Promotion
Media Plan - Objectives and Strategies
Media Plan - Media Breakdown
Media Chart
Campaign Evaluation
Budget
Appendix - Creative Brief
Thank You
Sources
4
5
9
11
12
14
15
19
25
29
30
35
36
37
38
43
44
3

4. 4
executive summary
The American Honda Motor Company, Inc. (AHM) has constantly transformed
company to create a subsidiary to market and sell its vehicles in the country,
Honda’s upcoming Fit-based subcompact crossover, the HR-V, goes on sale
in the United States later this year. The HR-V is in a new class of rapidly growing
compact B-SUV’s, yet another revolutionary opportunity for the company.
With a base price point of $19,200, the HR-V’s target audience is entry level
car buyers ages 25 to 30-years old. These late millennials are technology-
on their own.
“If your actions inspire others to dream more, learn more, do more and
become more, you are a leader.” ~ John Quincy Adams
Through extensive primary and secondary research, we’ve learned the
ins and outs of our target audience and what it takes to leave a lasting
impression on them. Our six-month, comprehensive marketing campaign
beginning January 1, 2015, contains traditional and non-traditional initiatives
to successfully reach and retain our target audience. With our $52 million
budget, we’ve also carefully selected prime media outlets to build brand
awareness about the new vehicle launch and to help to increase sales.
Our ideas are your answers. We are leaders.

5. 5
situational analysis - SWOT analysis
Strengths
Magic Seats: Can fold the second row
Urban SUV: Outright performance is
being traded for better fuel economy
and manoeuvrability
Entry-Level Car: It’s affordable at a
starting price of $19,200
Smaller than the CR-V and Honda Pilot:
The car can easily drive through cities
and mountain roads
Honda Brand: Known for safety,
warranty for some of its vehicles
HR-V Highlighting Features: Bluetooth, a
rear-view camera and LED brake lights
are standard equipment
Weaknesses
Recall Precautions: Honda has had over
1,000,000 product recalls since 2011
High Price: Honda prices are often high,
when compared with competitors
Sales Record: The brand has just had
one of its lowest selling years
Noise: Bad history of atmospheric noise
in some vehicles
Engine Rumors: Customers are worried
the HR-V will have a weak engine
Front-Wheel Drive: The HR-V can’t be
driven in the snow, limiting its potential
Source: Secondary Research and Bacon List Answers from Honda

6. 6
situational analysis - swot analysis (continued)
Opportunities
Alternative Energy Investment:
Zero-emission vehicles powered on
hydrogen, such as the FCX Clarity
Variety: Honda can invite variety by
introducing products that encompass a
larger target demographic
New Target Audience: Young audience
will lengthen Honda’s longevity
U.S Tax Incentives: Established for
automakers in manufacturing, R&D,
distribution and warehouse
Social Awareness: Gain positive
recognition through social change
endorsements in advertising tactics
Honda Fit: The model is set to enter the
new Subcompact crossover class
Threats
Nissan Juke: Navigation options are
some of the best in the segment
Ford Escape: “Ready for whatever
comes your way”; campaign has a
Cyber Threats: Computer systems inside
the car are vulnerable to hacking
New Category: Customers aren’t well-
informed, subcompact SUV segment
Pricing: Direct competition (E.g. Toyota
RAV4) is priced around $20,000, after
accounting for trim levels
Too Familiar: Interior design resembles
the new Civic and 2015 Honda Fit
Source: Secondary Research and Bacon List Answers from Honda

7. 7
situational analysis - surveys and man-on-the-street interviews
Source: Primary Research; Surveys conducted at The Block and through SurveyMonkey.com
Primary Research
After reviewing the SWOT analysis and bacon
list answers, we created surveys. These surveys
were sent out to people all around the nation
conducted this survey, both online and
Through SurveyMonkey.com, we sent out links
to friends and family via social media and
email. We also collected responses on printed
surveys and interviewed people at malls in the
Orange County, California area.
Surveys handed out at The Block
Responses collected online
Analysis of Key Questions in the Survery
What features of a vehicle are most important
to them: To get an idea of what we really need
to highlight in our campaign.
Which websites and apps they frequently visit:
To know where the best places to target them
are (media buys).
How they perceive the Honda brand and if
there’s anything they think Honda could be
doing better: We thought this was important to
position our campaign messaging appropriately
and resonate well with our target audience.

8. 8
situational analysis - surveys and man-on-the-street interviews
Primary Research - Survey Results
Additional Insights:
The top three most desired features in a car are
reliability, good price and appearance. Now
that we have this information, we can make
sure our campaign hits all of these points.
According to the results, our target audience
uses Facebook, Twitter and Instagram the most.
All of the participants were interested in
philanthropy work. The majority of them are
more likely to buy a car if the company is
involved in philanthropy work.
Perception of the Honda brand
Reliable
Affordable
Favorable
fuel efficient
safe
greatappearance
Top destinations using a car
Website and Social Media Usage

9. 9
Target market breakdown - THE BASICS
Target Audience
The Honda HR-V has one target audience - The Early Adopters.
Why Early Adopters?
Honda has recently been neglecting this generation of energetic
and adventurous individuals in its products and marketing initiatives.
The company sees the growth opportunity for the subcompact SUV
market amongst this demographic and hence, created the HR-V.
Quick Insights:
Late millennials ages 25 to 30-years old
60:40 (skewed female)
Outdoorsy and athletic
Fuel economy aware
Concerned with the environment
Technology-driven
Only driven used cars before
First car purchase without any funding from their parents
“Honda needs the early adopters to keep growing its market share.”
- Ms. Kristen Roberts, Honda Motor Company, Ltd.

10. 10
target market breakdown - demographic and psychographic
Geographic Location
Ethnicity
Relationship Status
Occupation
Annual Income
Lifestyle
Personality
Car History
Media Consumption
Mission Viejo, Orange County, Calif.
Caucasian
In a relationship
Accountant
$63,000
Social trends, hiking, camping, online
Social and environmentally conscious
Used Nissan Altima paid for by her parents
work, Cosmopolitan Magazine, Pandora
and reads the LA Times on her iPad
Culver City, Los Angeles, Calif.
Caucasian
Engaged
Web Developer
$70,000
Photography, latest apps, technology
enthusiast and social gatherings
A leader, innovative and creative
Used Jeep Cherokee gifted by his father
Spotify, Hulu, social media, Shazam,
Adobe Creative Suite, subscription to
Car and Driver Magazine and KiiS-FM
“That 24-hour camp for the new iPhone 6 was
totally worth it. I would do it any day!”
“My friends, a map and some good music:
these are all I need after a long work week.”
Segment One - The Passionate Drivers Segment Two - The Pioneering Drivers
Michael, 29Emily, 25
Although the HR-V has one target audience, it can be broken down into different segments.

11. marketing objectives
purpose of our campaign and its effectiveness will be at its highest caliber once we
have set objectives to constantly refer back to.
11
It’s All About Youth Culture
We will promote Honda’s affordability and position it as ‘attainable’
by the early adopters. We will aim to get the attention of ‘hand
raisers’ (those that are interested in what Honda has to offer).
Honda already has the young audience - we just need to appeal
to them more and put them in the forefront of our executions.1
Creating VROOM-Worthy Buzz
Our campaign will be active on social media, create
viral-worthy content and increase general awareness
through a digital presence. We will ignite conversations
and get people excited about the HR-V.2
Drive Past the Clutter and Competition
We will focus on the need to create excitement
and make Honda stand out in the eyes of potential
customers. We will stay aware of tight competition with
the Nissan Juke, Jeep Renegade and Chevrolet Trax.3

12. 12
a group of people leading the way in new developments or ideas
a position at the forefront of new developments or ideas
van guard
noun
VANGUARD
A big idea is the creative backbone that gives a marketing campaign direction.
Our big idea puts the power in the hands of our target audience. All marketing
executions will stem from the idea of vanguard to inspire, engage and empower.

13. Our target audience already possesses the passion, energy and drive to achieve their
dreams. As advocates of the Honda HR-V, we’re making their dreams happen faster.
tagline
Accelerate Ambition
campaign tone
Inspiring, zealous and adventurous

14. creative strategy - creative vision
It takes new ideas to move the world.
It takes ambitious people, ready to take risks,
willing to support those in need, to better
themselves and their environment.
It takes ambitious people, conscious and
aware, full of questions and willing to
embrace the lessons of the old world with
those of the new. They are ambitious people
who are eager to use the latest technology
to explore new horizons.
They are dreamers for a living: authors,
poets, scientists, engineers, creative and
connected. It takes ambitious people to
shape a generation.
They are vanguards.
They are drivers of the Honda HR-V.
14 Note: All creative executions will follow Honda’s style guide.

15. creative executions - outdoor billboard
Digital Billboard
A see-through digital billboard will be placed along major freeways.
It will include a working analog clock to highlight the time of day. The
copy will read, “It’s never too early for that adventure” or “It’s never
too late for that adventure,” according to the time. The clock will
trigger the copy to change.
An enlarged image of the Honda HR-V along with #hrventure
will create awareness and encourage social conversation and
engagement.
TONE: inspiring, empowering and energizing
Copy reads:
“It’s never too early for that adventure.”
HONDA HR-V
#hrventure
Time: 07:25 a.m.
“It’s never too late for that adventure.”
HONDA HR-V
#hrventure
Time: 08:45 p.m.
15

16. creativeexecutions-printadvertisements
Print Advertisements
Our print ads will be unveiled in a ‘curtain strategy,’
where we gradually release one ad after the next
over the course of the six-month campaign. This
will ensure our messaging consistently reaches the
target audience, increasing brand retention.
All three ads highlight different aspects of an
‘adventure,’ appealing to the intrinsic ambitions of
our target audience.
TONE: positive, empowering and motivational
16

17. creative executions - guerrilla marketing
Guerrilla Marriage Proposal
Hollywood and Vine, February 14, 2015. 1:00 p.m.
A frantic young woman, Janet, 29, asks passersby
if they have seen her boyfriend. She increasingly
gets more nervous. At the last minute, a chopper
rain down from the helicopter. Steve is holding
a rope. Steve approaches Janet. “What are
you doing,” she asks. He gets down on one
knee. The band, Boyz II Men, complete with their
instruments, step out from a restaurant business
across the street. They start singing “End of the
Road.” This whole event is now being broadcast
on a billboard. People stop and stare. Nathan
Morris (one of the main singers) gives Steve his
microphone, and Steve asks the question: “Janet,
will you make me the happiest man in the world
and marry me?” She emphatically replies, “OMG
YES!” Crowd goes wild. A brand new Honda HR-V
drives up with ‘Just Engaged’ written on the back.
Steve and Janet hop in and the band joins them in
the car. They drive off into the sunset.
We can follow Steve and Janet’s honeymoon
around the world on YouTube as they accelerate
their ambitions in a Honda HR-V.
Follow-Up Ad one month later
Steve and Janet are on a beach in Hawaii with
their Honda HR-V, which has “Just Married” written
on the back. Steve and Janet talk to the camera,
almost like they’re making a video blog. Janet:
“This vacation has been awesome. We’re in Maui
on the beach! This HR-V is taking us places we
never thought imaginable.” Steve: “Only problem
is, those Boyz II Men guys won’t go away. They’re
third-wheeling---or six wheeling us everywhere. The
water’s run dry. It’s getting weird.”
Camera zooms out to Boyz II Men playing hacky
sack on the beach. They make eye contact with
the newlyweds and start to break out in to song.
It’s awkward.
17

18. creative executions - guerrilla marketing
Public Transport - Train Guerrilla Execution
The HR-V Crossover is no ordinary car. It is a symbol
of invention, originality and adventure. We will be
accelerating the ambitions of our audience by
bringing the campaign’s adventurous and zealous
tone to life.
The Anaheim Regional Transportation Intermodal
Center will be the location for this guerrilla execution.
It is strategically placed in front of the Honda Center.
target audience to ignite awareness of the car. The
stunt will immerse train visitors with large illustrations of
destinations on both sides of the building.
From a mountainous terrain or a lush path embellished
Monica Pier, various destinations will transition every 10
as the tagline “Accelerate Ambition”. Not only will this
stunt be photogenic, igniting awareness throughout
social media, but it will give the audience a glimpse of
the adventures the HR- V can undertake. This will be an
effective interruption to people’s stressful commute.
18

19. online and viral marketing
Honda’s Mobile App - ‘Honda To-Go’
Honda is currently lacking a comprehensive mobile
application. Apart from several Honda Link apps and an
app for automotive accessories, the brand isn’t effectively
reaching its technologically-driven target audience.
With the creation of a new Honda app, ‘Honda To-Go,’ we
will create an all-inclusive interactive brand experience. The
app will include general information about Honda, but will also
option to:
Find the nearest Honda dealer
for example, gas payments and maintenance reminders
Research all Honda models dating back to 2004
HR-V Tab: view all its features, price range and customize
an ideal car
Live Chat: to negotiate prices and get questions answered
“Technology has given us the option to get creative with
our lifestyle, to work from home, wherever that may be.
Experiences are everything.”
- www.domo.com (Business Intelligence online resource)
brand loyalty. The ‘Honda To-Go’ app will foster customer
engagement and create an interactive experience that has
them wanting more.
Live Chat
HR-V
My Honda
Models
Home
#hrventure
Honda To-Go
NAME
Honda to Go
19

20. SOCIAL MEDIA OVERVIEW
Our campaign will use television ads to drive people online so that
they interact with the HR-V’s website, Twitter, Vine and Instagram.
online and viral marketing (continued)
*Our Instagram strategy coincides with our Sales Promotion. (Just a few pages away)
Twitter
The HR-V’s Instagram and Vine posts will be linked with
the Twitter account. The Twitter account will allow users to
customize and build their own HR-V without leaving the page.
The account will feature upcoming footage from AMC’s
‘Better Call Saul’ so that the audience is compelled to follow
the HR-V and stay updated for more behind-the-scenes news
and clips. This will correlate with our television campaign, as
we will advertise heavily during that show.
Vine
The HR-V’s Vine will feature short clips from the ‘sweepstunt’ as
well as exclusive footage from AMC’s show, ‘Better Call Saul.’
YouTube
HR-V ads will consist of a trailer for the HR-V documentary,
‘Kicking for Equal Footing,’ as well as clips of the ‘sweepstunt’
to encourage people to go to the HR-V website and our app.
20

21. online and viral marketing (continued)
Pandora 30-Second Spot
Narration:
“You might be at work right now, or at the gym, or cooking
your dinner. Ever stopped to wonder what is out there right
now? Right this second. Think about it. (Pause) That mountain,
that river, that sand. You know you want to get there. You are
a pioneer of your dreams. A voyager always prepared for an
adventure. Be the leader of your adventure and accelerate
your ambition. Honda HR-V.”
A ‘Click Here’ call-to-action will direct listeners to the Honda
Promoted Tweets
In addition to our overarching Twitter strategy, we
will also use our sponsored hashtags, #hrventure and
#accelerateambition, to drive engagement and
awareness for the HR-V.
Facebook Advertising
Facebook advertising will embellish the sides of
people’s newsfeeds. We will strategically target
adventurous, trailblazing individuals and those who
with our campaign’s message.
Honda HR-V
Promoted by Honda
Something big is on its way. Pack your
bags. #accelerateambition #hondahrv
Honda @Honda Mar 21
Honda: 2016 HR-V
An all-new Honda vehicle
is being launched Spring
know all about it.
150 people are already talking about
the Honda HR-V. Join them now.
21

22. online and viral marketing (continued)
Online Documentary - Honda HR-V Presents:
“Kicking For Equal Footing”
One aspect of positive advertising and marketing that we
awareness of the Honda HR-V is to create a brand-sponsored,
feature-length documentary.
‘Kicking for Equal Footing’ will focus on the recent rise
of women’s soccer in Iraq, both youth club soccer and
professional soccer. This is a very empowering outlet for
ambitious women, revolutionizing their role in a typically
patriarchal society.
Professional female soccer players from the United States
will travel to Iraq to educate and train young Iraqi women in
playing soccer. By featuring these U.S. professional athletes
driving in the Iraqi landscape with a Honda HR-V, we will subtly
insert Honda into the conversation. This will associate the
brand with positive relationships and advancement. The HR-V
will represent individuality, freedom, empowerment and the
acceleration of ambition.
Branded documentaries are recently successfully utilized by
many brands, including Patagonia’s ‘DamNation,’ their recent
documentary on dam removal. By focusing on a societal or
environmental issue, our brand will impact a wider audience
between theatrical distribution, online viewing and streaming.
Honda HR-V for Women’s Soccer
22

23. online and viral marketing (continued)
Honda Partners with GoPro
We will build a strategic partnership with GoPro Hero4.
demographic overlap between both products. The consumers
of both products are late millennials, technologically savvy,
adventurous and active.
The following shows how the overall collaboration will function:
Revolutionary Sweep-Stunt:
characteristics of our demographic. Examples include:
Gianna, Cliff and Leslie live enriched, diverse lives. Their
vehicles serve as a catalyst for their passions. It provides
them with spaciousness (which gives them room for
travel farther distances) and high terrain capability (to get
to places they would not be able to travel to otherwise.)
Gianna, a 30-year-old volcanologist and mother
of three children living in Bozeman, Montana. She
drops her kids off at school and then heads to a
volcano to collect volcanic samples.
#1
Cliff, a 27-year-old nutritionist living in Sun Valley, Idaho,
who gets off work to go cliff jumping with his girlfriend.#2
combats homelessness in Long Beach, Calif. In her
spare time, she performs in trendy clubs.
#3
23

24. online and viral marketing (continued)
How would this work?
Honda will give selected individuals a brand new HR-V
equipped with GoPros on both the interior of the vehicle
as well as the front and back of the vehicle.
This partnership will correlate with our sales
promotion on Instagram. Users will be encouraged
to post a photo of their adventure on Instagram
using the hashtag #hrventure to win a Honda HR-V
equipped with GoPro Hero 4s and a roadtrip to the
Super Bowl on February 2, 2015.
GoPros will be attached to a system to allow
them to be constantly charging and recording.
GoPros will record their activities for a week.
The footage will be used for television and
YouTube commercials.
Live streaming of these activities will be available
on the HR-V website as an interactive map that
will allow visitors to click on each individual’s
HR-V to see what they are up to.
GoPro installations on the Honda HR-V
Cliff’s photoGianna’s photo
Leslie’s photo
Example photo submissions:
24

25. Direct Marketing
Direct Mail - HR-V Postcard
With the continued rise of technology and online media, direct
mail is seldomly used. However, the internet is cluttered with
information, making it harder for brands to break through and
get their messages across. Therefore, mailing our technology-
oriented target audience a tangible ad is unexpected and
exciting in the midst of all the junk.
Narrowing down our audience to a niche segment
Personalization, including names on the card
Measurable results, making it is easier to track the number of
impressions with the physical delivery of content
Inexpensive marketing method
The collateral sent through the mail will be a mock postcard
from a ‘friend’ with a photograph of his or her adventure
with the HR-V. This tactic will promote the various experiences
an HR-V can offer. The tagline, “Accelerate Ambition” will
accompany the body copy to tie in our creative strategy.
The postcard will be accompanied with another card detailing
the car’s highlights, including the Magic Seats and HondaLink
Next Generation connectivity, along with information leading
viewers to the website and social media sites.
Honda HR-V
- HR-V Crossover
Honda HR-V
Jimmy! Check this car out!
It helped us get to the peak!!!
Love, Alice & Ben
Jim Smith
530 One Treeland Rd.
San Diego, CA
25

26. public relations
Wired Magazine
We will pitch a feature story in Wired magazine
highlighting the HR-V’s innovative advancements. The
magazine’s techno-utopian agenda aligns perfectly with
our target audience’s interests in pioneering technology.
Wired works diligently to transform “new ideas into
HR-V vehicle launch.
TIME Magazine
Time magazine has been spotlighting leaders of the world
for years. For this reason, we would like the magazine
to capitalize on Honda’s trailblazing entrance into the
unexplored subcompact SUV segment. The feature story
will also highlight the HR-V’s innovative combination of
versatility, technology and design. The alignment between
Time and the HR-V are almost perfect with how both
“embrace the lessons of the old world with those of the
new.” This awareness will reach 17,341,000 readers, many
of which are within the HR-V’s target demographic.
26

27. public relations - pitch letter
27
Email format:
Subject line: New Honda vehicle accelerates your ambitions
Dear [insert journalist’s name],
Honda’s new HR-V is breaking in to a new class of rapidly growing subcompact
SUV’s. This Fit-based vehicle primarily targets entry level car buyers with a base
price of $19,200.
With the HR-V’s combination of technology and design, our late millennial target
audience aligns perfectly with your innovative and ambitious readers.
The HR-V is a packaged adventure ready to be switched into overdrive.
This subcompact SUV has the following key features:
For more information about the HR-V and its position in the market, check out our
If you have any questions, please feel free to get in touch with me. I’ll give you a
call tomorrow to touch base.
Best,
Rebecca Haber
Account Executive, 4+1 Solutions
310-414-6632 | rebeccahaber@41solutions.com

28. Sales Promotion
Promotional Contest
Show us your #hrventure!
To kick off the campaign and build buzz around the
Honda HR-V, we will host a two-part, monthlong online
contest that correlates with our GoPro partnership. It will
increase the conversation on social media about the
brand and increase the number of downloads for the
Honda mobile app.
Part One:
Participants have to download the new mobile app,
‘Honda To-Go,’ and design their ideal HR-V. This includes
they submit their creations within the app. Through the
submission page, we will be able to store a database of
consumer information.
Part Two:
Participants will create an Instagram photo, collage or
video illustrating the type of adventure they would take
with their ideal HR-V using #hrventure.
Honda representatives will choose the three most
creative submissions and deem them winners. Winners
will go on a road trip in their ideal HR-V (with GoPros
attached) and have the opportunity to turn their dream
adventures into a reality.
One day. #hrventure #honda #hrv
Yay Hondaaaaaa
I hope you win!!!
Can I go with?
Love it.
If I won a #Honda #HRV I wouldn’t spend
a single day indoors. Beach errday! #hrventure
28

29. media plan - media objectives media strategies
Build an All-Inclusive Plan
We will use traditional and non-traditional
media in order to reach our audience
online and
overall reach and impression count.1 - While encompassing all forms of media,
we will emphasize on online and television
- Adopt an integrated strategy that will link
Increase Audience Engagement
Our campaign will foster conversation and
action, increasing overall interaction with
the Honda brand.2 - Executions will include calls to action
- Employ #hrventure throughout the media
campaign to spark conversation
Increase Retention and Comprehension
To consistantly stay within the minds of our
target audience, we will strategically plan
our media spendage to build brand loyalty.
3
- Continuous media plan (hit the target
audience in frequent intervals along the
course of the campaign)
29

30. media plan - media breakdown
Audience Media Lifestyle
According to psychographics, current Honda
owners scored high in the following areas:
Conversations with friends
Going to the movies
Listening to the radio
Reading
Working out
Shopping
USA travel
Watching television
Television Advertising
Television advertising is one of the most popular mediums
because it reaches a wide range of viewers. TV ads also have a
wide target window with various channel options.
Some of the channels we want to focus on are:
Discovery Channel
ESPN
Travel Channel
Roughly $24 million will be spent on approximately 50 commercials
shown on very popular TV shows. (Approximately 475,000 per 30
second spot for very popular shows.)
$6 million will be spent on approximately 60 commercials shown
on niche TV shows that appeal to our target demographic.
(Approximately 100,000 per 30 second spot for niche shows.)
$9 million
Honda HR-V
30

31. media plan - media breakdown (continued)
Billboard Advertising
Billboards are a great way to reach a large amount of
people with one quick message. They are also a cost-
We will put emphasis on the billboard campaign in Southern
California. Many people in this geographic region lead
Billboards run from $1,000 to $30,000 in highly populated
regions. Because our billboard includes a transparent
display with digital time, we expect it to be on the higher
this execution at $3 million.
$3 million
Radio Advertising
Radio advertising is an inexpensive channel to reinforce
marketing messages. The ability to target audiences
about the HR-V.
$3 million
31

32. media plan - media breakdown (continued)
Outdoor Transit Advertising
Outdoor advertising reinforces messages and targets viewers
when they least expect it.
Bus Exterior Ads: $150 - $4,500 per ad per four week period
Bus Stop Ads: $150 - $4,500 per ad per four week period
Bus Interior Ads: $20 - $125 per ad per four week period
Bench Ads: $75 - $500 per ad per four week period
$3 million
Online Advertising
audience looks to is the internet. Because of this, we will be
spending a good portion of our budget on online advertising.
Ads will be placed on sites such as Kelly Blue Book and
Edmunds along with video ads on sites like YouTube and Hulu.
Banner ads will also be placed on websites that have a high
Facebook log-out screen ad: $100,000
Hulu in-stream ads: $30 CPM
Standard web costs:
728 x 90: $14.88
300 x 250: $16.12
160 x 600: $15.25
$15 million
Honda HR-V
32

33. media plan - media breakdown (continued)
Magazine Advertising
Magazines have a high pass-along rate. Monthly installments
ensure consistant marketing reinforcement.
We will do full-page ads across a wide variety of magazines
based on interests, topics and tone that our target audience
engages with the most.
Magazines we will target include:
Autoweek
Car and Driver
National Geographic
Reader’s Digest
American Lifestyle Magazine
$3 million
Email Campaign
customized to the target audience, making it a personalized
corporate conversation as opposed to ‘junk mail.’
$1 million
Guerrilla Campaign
Our guerrilla executions tell a story, engage the audience and
leave behind a resonating message about the HR-V. Hence, to be
as effective as possible, a $3 million budget has been allocated for
guerrilla. It gives us just the right amount of creative liberty.
$3 million
33

34. Direct Mail
Direct mail allows us to break through the
clutter and reach our target audience directly
at their homes. Personally delivering our HR-V
pitch in today’s day and age will resonate
well and leave a lasting impression.
For production, our direct mail will cost
approximately $1.25 each, which calculates
to reaching about 800,000 people.
$1 million
media plan - media breakdown (continued)
Documentary
Sponsoring a documentary will cost around $2.68
million for travel and production. This medium is
a creative and engaging method of promoting
Honda. Our documentary will incorporate
philanthropic efforts, appealing to our target
audience’s values.
$2.68 million
Honda HR-V
34

35. media plan - chart and explanation
pulsing
method to strongly engage viewers at crucial purchasing times, particularly during the
launch of the HR-V and during the summer time to capitalize on summer sales. Our strategy
will keep Honda on our target audience’s mind through a steady and consistent pace.
35

36. campaign evaluation
In order to measure the success of our campaign, we will carry out the following
forms of evaluation:
Social Media Interaction
Our campaign is social media-driven; hence, we
can measure how well the campaign performs by
evaluating the number of people engaging with Honda
before and after the launch of our campaign. We will
also evaluate consumers’ general consensus about the
HR-V by observing online conversations and mentions.
#accelerateambition
#hrventure
#HRV
@honda
Google Analytics
website. With this tool, we can observe how many
visitors the HR-V page receives. Google Analytics can
also help us track the amount of downloads and the
level of interaction with the Honda mobile app.
36

37. budget - budget breakdown
Figures in %
Television
Billboard
Radio
Outdoor
Online
Magazine
Direct Mail
Email Campaign
Documentary
Guerrilla
Agency Fees
Fee
Production Fees
$9 million
$3 million
$3 million
$3 million
$15 million
$3 million
$1 million
$1 million
$2.68 million
$3 million
$8.32 million
$5,200,000
$3,120,000
$52 millionTotal
37

38. appendix - creative brief
1) How will we measure the results of the campaign?
Surveys: collecting reactions to our campaign
Google Analytics
2) How is the company positioned in the market?
Honda is perceived as the reliable car brand
Cars are safe and last long
Value for money
Fuel Economy
3) Does the company have a tagline? Is it effective?
“Start Something Special”
The idea is that it’s not a car, it’s a relationship
Focusing on lifestyle and psychographics
Honda’s global brand message: “The Power of
Dreams”
These are effective for the current target audience,
however they need a newer, fresh direction for
their younger audience
Storytelling. They need sui generis (latin phrase
meaning “of its own kind”) storytelling
4) Does the company need to be re-positioned? How?
message to appeal more to millennials aged
between 25-30
Customize it to them, make them feel special
5) How does the company compare to the
competition? List major strong & weak points.
Strong points: Reliability, safety, long lasting
Weak points: Entering an already crowded
segment
6) What is are the “reasons to buy, choose or try”
expressed as a bullet point sales argument?
Magic Seats
Next Gen Connectivity
Adaptable
Youthful, fun, adventurous
7) Describe the brand in terms of:
Personality: Exciting and fun, sexy, creative energy
Value to the target audience: An engine to power
their energy and adventurous needs, room for
personal freedom, independence and pride since
they bought it with their own money
Magic Seats, sporty, sleek look
History or story: Honda’s have been on the road
over a million miles. Bring back the youthfulness to
Honda
8) Does this product have a genuine competitive
advantage over others? If so, what?
Magic Seats
audience
38

39. appendix - creative brief (continued)
9) Why should someone pick Honda?
Advanced Systems
More room to store things and for leg room
Great stereo
Adaptable: Can be driven on city streets and
mountain roads
10) What could differentiate Honda from competitors?
Magic Seats
Next Generation Connectivity
11) Does this product solve a real consumer problem?
such as hiking gear, tents, bags, music instruments
ADVENTURES
The HR-V can take them all the way to the top of
a mountain: it can handle steep roads, rubble and
jagged roads
12) What is that problem? How does the product or
service solve the problem?
Target market needs more room in their car to
accommodate their friends and family on their
adventures and the car does this by provided
by being ready for any adventure
13) What are the cultural, historical or popular icons
of the company, or the industry, that might inspire the
concept or design?
Matthew Broderick in the commercial about Ferris
Bueller (80’s, daring, spontaneous)
Michael Bolton (uses a lot of humor, winter friendly)
14) What visual aspects of the company, the product
or service might inspire design or concept ideas?
The HR-V is offered in black and charcoal grey
Magic Seats
Honda logo
15) Is there any anxiety or psychological stress
possibly related to the company, the product, service
- or the purchase process?
Cognitive Dissonance - the point of post-purchase
Recent automobile recall due to airbag defects
Honda has had over 1,000,000 product recalls
since 2011 for interior accessories defects in the
accord (uncomfortable seats, door locks, cracking
sounds inside vehicle, gauges stopped working,
key ignition)
to the market and the company, service or product?
Honda is breaking into the subcompact segment
The brand is trying to reach a younger
demographic
39

40. appendix - creative brief (continued)
audience that inhibits purchases?
Social Media could be a barrier: what people say
about the brand (those that are not fans of Honda)
18) What should the communication encourage
people to Think or Feel or Do?
They are in control
Pride, independence and a sense of adventure
Freedom
Adrenaline rush
19) Beyond setting the “Think / Feel / Do” objectives,
what are some ways to accomplish those objectives?
Focus on the physical features of the car that
improves their driving experience
Tap into their emotions, their intrinsic desires
Cut to the chase with the facts
20) What are some of the surprising or unexpected
aspects of the company, the product or service?
Honda wants to invite a younger audience back
carve out a car market for older millennials
21) What are the psychodynamics of the audience?
Sense of adventure and tech savvy,
independence, control, passion, trendsetters
22) How is the audience changing, evolving?
Technology advancements
Marriage and growing families
23) Describe the competitive landscape?
Honda is being an industry leader right now within
the subcompact market. Won’t be long until other
companies break into this category
24) Chief competitors?
Nissan Juke, Jeep Renegade, Chevrolet Trax,
Toyota RAV4
25) Industry trends to be aware of?
Subcompact market is going to be huge. Honda’s
Hybrid engines
Technological integration
Low pollution: eco friendly
Improved battery power
26) What keywords would people use to search for this
company, product or service?
Honda
HR-V
Subcompact
Magic Seats
40

41. 27) Who should or might buy the product or service?
Adventurous, tech savvy, environmentally aware
25-30 year olds
28) Any secondary markets, secondary target
audiences?
No. No secondary or tertiary audiences. JUST older
millennials. Really trying to break into the 25-30
audience. We already have the 29-45 audience
29) How much money does the client have to spend
on this campaign?
$52 million
30) What is the budget for this project?
Strictly $52 million. Nothing over or less.
31) What is the client looking for?
Bring back the youthfulness to Honda
Fun, excitement and adventure
32) Is there anything they expect to see at the
presentation?
KNOW the target audience. Don’t focus on just the
Big Idea
KNOW Honda
Audience interaction
33) What is the 30 second elevator speech for this
company, product or service?
Honda is a company that is built on the dream to
enhance human mobility and improve society.
As a result, we are motivated to build innovative
products, such as the HRV, that are not only safe,
that is important, it’s the customer’s satisfaction. For
this reason, we customize each of our vehicles to
our target market’s liking. Make it for the product!
HR-V!
34) This is who we are, what we do, and what we can
do for you.
We are a automobile company that not only
manufactures and sales cars that are safe and
of Dreams” guides and inspires us to create
innovative products that enhances human mobility
and improves society. We don’t release a product
until we know it reaches our customers’ standards
of perfection.
35) What are some of the unusual or unexpected
reasons people buy the product or service. Any
unusual or unexpected uses for the product/service?
Great car for starting a family
Magic Seats
Very roomy and ready for various adventures
appendix - creative brief (continued)
41

42. 36) Does the client have any reference websites, ads
or marketing campaigns?
Liked Toyota Camry campaign
37) What are the existing creative communication
assets? (Photography, customer testimonials etc.)
Loving employees
Humor as a way to get people’s attention
Beloved celebrities used as opinion leaders
38) Is there anything else important to this project?
A youthful tone in the campaign
appendix - creative brief (continued)
42

43. special thanks
Cheril Hendry
Cheryl Boone Isaacs
Veston Rowe
Kristen Roberts
Honda Motor Company Ltd.
Dodge College of Film and Media Arts
thank you
We hope you enjoyed reading our marketing plan as much as we enjoyed creating it.
We look forward to working with Honda.
43

44. sources - titles and links
Bogardus, Meghan. “12 Things Millennials Refuse to Do - Driving a Car, Getting Married - AARP.”
Robinson, Britany. “Generation Rent: Why Many Millennials Are Choosing a Nomadic Lifestyle.”
The Cultureist An Online Travel Culture Magazine for the Socially Conscious Citizen. Web. 4
“The Vacation Equality Project: It’s Time For Guaranteed Vacation in the US.” The Cultureist An
“Why Millennials Are Choosing Freedom Above All Else (INFOGRAPHIC).” The Cultureist An
Online Travel Culture Magazine for the Socially Conscious Citizen. Web. 4 Dec. 2014.
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