- Multicultural extension features award-winning drummer Questlove in ‘Meant For You, Fit For You’ campaign
- Innovative multiplatform gaming and digital media integration target the resourceful Gen-Y customer
The all-new 2015 Honda Fit is launching with an integrated advertising campaign themed “Fit for You,” with TV spots starring comedian Nick Thune. Other components of the campaign will roll out in conjunction with the TV spots, including digital and social media activations and a multicultural campaign extension featuring award-winning drummer Questlove. Overall, the campaign aims to have cross-generational appeal while specifically targeting Gen-Y customers with additional integrated paid media placements in music and gaming.
Highlighted across the entire 2015 Fit marketing campaign is the Fit’s unrivaled space and versatility and class-above technology features—including standard Bluetooth® HandsFreeLink®i, USB connectivity, auto on-off headlights and a Multi-View Rearview Camera—demonstrating that Fit is the perfect car for everyone and everything.
The “Fit for You” theme taps into the resourcefulness of Gen Y, showcasing a unique cast of characters and the ability of the Fit to handle whatever life throws at them. The hyper-stylized and humorous national TV spots feature Nick Thune, as host, answering questions and demonstrating the features of the new Fit. The first 30-second spots, “Biker, Fortune, Cup, Meerkat” (http://youtu.be/-Z-vAqhYjfs) and “Synth and Seattleites” (http://youtu.be/rC-zopOGVOI ) begin airing next week along with three 15-second online versions. Two additional TV spots will roll out in the coming weeks. Each spot will tout the 2015 Fit’s standout qualities including the Magic Seat®, which offers multiple seating configurations for added versatility and cargo capacity, standard technology features like a rearview camera and available “swipe, pinch and zoom” navigation integrated into the Display Audio touchscreen.
“The campaign takes a typical product demonstration and gives it an unexpected twist to show how the 2015 Honda Fit answers the needs of the customer in a very direct yet humorous way,” said Jeff Conrad, Honda division senior vice president and general manager. “The campaign leverages the Fit’s unique combination of space and versatility plus innovative technology and class-leading fuel efficiency to clearly show that the 2015 Honda Fit is the leader of the subcompact class.”
Multicultural Campaign Extension
Two unique multicultural campaigns also will roll out in conjunction with the general market Fit launch, each showcasing the class-leading versatility of the new Fit. To connect with African-American consumers, the “Meant For You, Fit For You” campaign includes a TV spot featuring award-winning drummer, Questlove. The drummer prompts and inspires viewers by asking “What’s your fit?” with culturally and contextually relevant situations like an indie artist in need of space for musical gear and parents desiring safety and comfort for their children. In each situation, the Fit demonstrates how it is equipped to deliver the best solution for their unique lifestyle and life stage needs.
Additionally, the Spanish and English language #UnBuenFit (A Good Fit) campaign will roll out, targeting U.S. Hispanic millennials. The TV spot features Hispanic comedian Felipe Esparza and highlights how the Fit aligns with diverse Hispanic millennial lifestyles in a fun and youthful manner. The campaign showcases how the Honda Fit is “Un Buen Fit” for their lives and how the vehicle is just as versatile and resourceful as they are.
Gaming and Digital Placements
Following on the heels of the successful gaming integration of the Civic with the Forza Motorsports franchise, Honda is joining Machinima to promote the upcoming Street Fighter game release, Ultra Street Fighter IV. The campaign launched in late May with a sponsorship of Machinima’s highly anticipated live-action series Street Fighter: Assassin’s Fist. The 2015 Honda Fit also is integrated in a series of Bonus Stage videos that feature the vehicle in iconic scenes from the popular Street Fighter franchise. Additionally, the sweepstakes promoting a vehicle giveaway provides another touch point to reach a highly engaged gaming audience.
To extend the reach to the Gen-Y audience, the Fit campaign will incorporate a mix of media with placements on network and cable TV, online video, gaming and mobile. Digital activations will launch with custom-built iAds starting today and will continue to ramp up throughout the summer, leading into a larger media push in the fall. The second phase will kick off with home-page takeovers on Yahoo! and YouTube, along with a presence on primetime, cable TV and a variety of sports programming. Other notable digital support will help to highlight the Fit’s versatility, which includes an “On The Road” video series on Thought Catalog, custom rich media units on Yelp and a Honda-owned channel on Buzzfeed featuring tips on resourcefulness.
About Honda
Honda offers a complete lineup of fuel-efficient 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. With production of nearly 27 million vehicles in North America through 2013, Honda currently operates 16 major manufacturing facilities in North America, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions and the HondaJet light jet, using domestic and globally sourced parts. The 2015 Fit is being manufactured for the first time in North America at Honda’s eighth and newest auto plant, in Celaya, Mexico. With the introduction of the new manufacturing facility in Mexico, Honda’s North American automobile production facilities has an annual capacity of 1.92 million units, with the capability to manufacture upwards of 95 percent of the automobiles sold in America and across all product segments, from subcompacts to light truck models.
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For more information:
Robyn Eagles (Torrance) (310) 783-3163