Honda Targets Gen Y for New 2014 Civic Si
Move over Michael Bolton, Nick Cannon's stepping in?
We all saw the Michael Bolton Honda ads around Thanksgiving and Christmas. Which makes sense, as most of Honda's age demographic falls into the 40's and 50's. Not to mention stars endorsing auto manufacturers isn't anything new either. We have Ron Burgandy advertising for Dodge, Crocodile Dundee for Subaru back in the day and many more.
Here's where the fun comes in. Honda is completely revamping their media strategy toward Gen Y Millennials ( 1980's- early 2000's) with a 70-20-10 media strategy according to Honda News and Mediapost. 70% devoted toward building new sales and brand awareness, 20% on marketing toward new media and 10% against digital and advant garde media.
Only 21% of sales fall under the age of 35; but Honda says the Civic is the best selling car amongst that age group. Over 300,000 were sold in 2013 and Honda is pressing harder for 2014. Not only are they going to hit social media hard, but they have launched a campaign featuring Nick Cannon and the New Civic Si, sporting a new hashtag #Bestyourself. So far the company has made it to 1.5 Million likes on facebook and other medias like google+, twitter & instagram shortly behind.