Honda Civic Coupe USC Presentation
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Transcript of Honda Civic Coupe USC Presentation
Table of Contents
Agency Overview
Campaign Strategy
Pre-Campaign Research
The Message
Traditional IMC
Non-Traditional IMC
Event Execution
Post-Campaign Research
Q&A
10 + One Ten
10 + One Ten is a student run advertising agency formed for the Practicum in Advertising Promotion and Design class.
Our agency name represents the junction of two major Los Angeles freeways that symbolizes the cross section of our geographic location with the foundation of our intellectual creativity.
Agency Values: Fun Fresh Innovative Respectful Transparent
CAMPAIGN STRATEGY
10 + One Ten Goals Increase Honda Civic Coupe’s purchase consideration by 10
percent
Explore innovative IMC methods while remaining
consistent with Honda’s goal to raise Gen Y’s perception of
Honda as a cutting edge, cool brand
Execute an event in line with the message of our campaign that creates 200 Civic Coupe
interactions
Successfully understand and identify target market,
purchasing decision process, and brand perceptions.
10 + One Ten Objectives Consumer Insights: Pre-Campaign Complete 600 surveys Conduct 4 focus groups
Post-Campaign Complete 400 surveys Conduct 1 focus group
Creative: All visual components of
campaign 3 Print Advertisements 2 viral video
Traditional IMC: Create Press Kit Published in at least 2 USC
media outlets
Non-Traditional IMC: Facebook Twitter Instagram Interactive Website Viral Pass-along
Event: 150 opt-in cards 200 Gen Y interactions with the
Honda Civic Coupe
PRE-CAMPAIGN CONSUMER INSIGHTS
Research Objectives
Increase target market purchase consideration of Honda Civic Coupe
Increase target market awareness of the Honda Civic brand
Increase target market perception of Honda as a cutting-edge, cool brand
Research Methods
• Secondary research (conducted by all other departments) • Pre-campaign survey (626 responses) • Pre-campaign exploratory focus groups (11 participants) • Creative concept testing focus groups (19 participants)
Pre-Campaign Research
• Pre-event surveys (267 responses) • Post-event surveys (176 responses) • Post-event interviews (21 participants) • Post-campaign survey (541 responses) • Informal campaign feedback
Pre/Post Research
Target Market Profile
• USC students • 18-25 years old • All ethnicities • U.S. citizens
Demographics
• Embrace change and spontaneity • Goal-oriented • Grew up privileged and multi-dimensional • Involved, busy, and constantly on the go
Psychographics
Exploratory Focus Groups
Participants wanted to know more about the features Were more excited
about the car once they learned about its features
Someone in each group mentioned that Honda is the “vanilla” of car brands
Physical Appearance Looks
• “Commands attention” • “Distinct look”
Design • “Sleek”
Variety of colors
Technological Features Center screen Ease of use Push start button “Adaptive technology”
Attribute Performance
Based on survey results
Honda rated highest on reliability, safety, and reputation.
Cool/Cutting Edge Performance
Based on survey results
THE MESSAGE
Uses humor to engage the viewer
Fun, retro and
distinctive
A twist on real world situations
Encourages the viewer to imagine Civic
ownership
What does it mean?
Creative Goals
5 print advertisements
2 minute viral video
Successful development of all other departments’
creative needs
✔ ✔
✔
TRADITIONAL MEDIA
Traditional Objectives
Create an IMC campaign integrating a philanthropic effort to engage our agency, target market and Honda in making a positive impact on the community
Utilize public relations tactics and media kit to gain publicity among on- and off-campus outlets
Utilize traditional media to gain the attention of our target consumer
Traditional and PR Goals
100,000 impressions
3 articles by on- and off-campus media outlets
2 radio mentions on USC related
stations
PUBLIC RELATIONS
PR Hook
The CIVICized World is not only a place with high-tech, eco-friendly cars, but a cool and hip place where people
give back and make an impact on the community.
“The CIVICized World” is not just an ad campaign, but an effort to give back.
Philanthropic Efforts
We integrated a philanthropic theme throughout our campaign and worked with outreach events and student volunteer groups. This is not only consistent with Honda’s mission, but it will also help us gain PR leverage by making our story more relevant to students, Gen Y and people of the community.
Philanthropic Efforts
Successfully raised $485 dollars to be
donated to charity
Philanthropy Events
Derby Days Concert 1400 students in attendance CIVICized World entry
wristbands, banner ads and Coupon Coupe integration into the concert
Impressions: 1400
Derby Days
Philanthropy Events
Marshall Community Service Day Beach cleanup to help Heal the
Bay CIVICized World team Impressions: 25
Media Kit
Contents: Formal invitation Press releases 1 & 2 Print advertisements SComedy coasters
Press Releases
3 press releases 1. Partnership and competition with Honda and EdVenture Partners 2. Philanthropy events and information on Springfest event 3. Review of CIVICized World event at Springfest
Media outlets contacted On-Campus: Daily Trojan, Neon Tommy, Annenberg TV News, Impact,
Trojan Vision, Arts and Events Calendar Off-Campus: Ad Age, KTLA, Los Angeles Times, LAist, Ad Rants, Ad Pulp,
Advertising Week, etc.
Press Mentions: USC Marshall Website
The CIVICized World campaign and our agency will be featured on the USC Marshall School of Business website
Published in May Feature “Coupe Couple”
creative Previous MKT 406 campaigns SAA competition results
Impressions: 5,000
TRADITIONAL MEDIA ADVERTISING
Bench Banner Bench banner on Trousdale, the main campus road Impressions: 42,000
Flyers and Posters Flyers & print ads distributed in USC dorms, food venues, athletic centers,
academic buildings, libraries Impressions: 9,125
Flyers and Posters
Electronic Kiosk & Signage
Kiosk on Trousdale, the busiest traffic spot at USC • Impressions: 28,000
Electronic signage at Ronald Tutor Center, the main campus center for studying and eating • Impressions: 22,400
Radio Advertising
KXSC radio mentions promoting the event Impressions: 200
RESULTS
Press Mentions
Traditional Advertising
TOTAL IMPRESSIONS: 108,150
108,150
NON-TRADITIONAL
OBJECTIVES Create an effective, cost-efficient media mix to reach our target market
Push students to the event website and Facebook page
Generate buzz around the brand and provide information about the product using a viral pass-along
Inspire curiosity about the event and encourage attendance
Track each tactic to measure effectiveness
Goals Website with 1,000 unique visitors
Facebook page with 300 “likes”
Twitter page with 50 unique followers
Viral video with 250 views
Spotify playlist with 40 subscribers
Announcements in 20 classrooms and 10 student organizations
Guerilla marketing executions generating 1,000 impressions each
Website
www.civicizedworld.com Civics Flicks Pics Tunes Facebook Twitter YouTube Instagram Spotify
Goal: 1,000 impressions
Results: 1,100 Impressions
Viral Video
Mockumentary-style viral video
Was placed on YouTube channel, civicizedworld.com, Pinterest, and the Facebook page
Results Goal: 250 Over 1,222 total views 649 views on YouTube 48 views on Facebook 275 views during classroom
announcements Over 250 views during
SComedy
This image cannot currently be displayed.
Tabs had information about the event, pictures, campaign materials, and the viral video
Students were invited to RSVP to the event at Springfest 229 confirmed attendees
Results 309 “likes” 43,752 impressions 2,498 unique views 913 unique people
talked about the page
Twitter @CIVICizedWorld
Tweets provided daily humorous content that referenced the Honda Civic Coupe’s features
Results 55 followers 1217 impressions
“Honda Civic Coupe” 3 boards with 29 pins
Featured our traditional ads, video, and pictures from events
Results 14 followers
Spotify
Our target is extremely interested in music and often attends music festivals such as Derby Days and Springfest
The “CIVICized Sound” playlist contained popular songs from those events
The playlist was free and was featured on the website, Twitter, and Facebook
Results 27 followers
GUERILLA TACTICS
Coupon Coupe
USC Derby Days – March 31, 2012
Redeemable coupons for a USB flash drive or 21 Choices gift certificate
Goal: 1,000 impressions
Results: 1,400 impressions
Coupon Coupe
Honda Civicized World and Springfest – April 7, 2012
Located in McCarthy Quad, where there is high foot traffic on campus
Provided an additional 200 impressions
Created an incentive for students to participate in the event
Total impressions: 1,600
Trojan Chariots USC Campus April 2–7, 2012
Visible hours: 10am–10pm
Partnership with innovative student-run company, which helps with brand association
Total impressions: 7,000
Word of Mouth Classroom announcements Reached 28 classrooms and 14 organizations
(philanthropic groups, sports teams, and Greek houses among others)
Approximately 1,465 total students
Coasters Tommy’s Place (April 2–April 5) University Gateway Ground Zero Approximately 1,000 impressions
Digital Media Tactics
Non-Traditional Media Tactics
EVENT TACTICS
Teaser Event
SComedy is an on-campus comedy show that brings together student and professional comedians
Check-in station: “like” our CIVICized World Facebook page
Live tweet at #SComedyCIVICizedWorld
Teaser Event
Flyers and custom coasters were placed on tables
Event banner was hung on the stage
Viral video was shown before the show started
250 people in attendance
Main Event Goals
200 car interactions
150 opt-in cards
Increase opinion and consideration for the Honda Civic Coupe
Goals achieved through activity stations Cash Coupe Photobooth Tetris Trunk Pin the Civic Coupe on the US
Event Overview USC’s Springfest is an on-campus music
festival that brings together student and professional musicians Exposure to 15,000+ students, faculty
and visitors Banner is displayed on the stage,
bringing exposure to 6,000+ attending Company name and logo on 5,000+
flyers
Event Execution
Check-In Station Participants fill out opt-in cards Receive wristband to enter the event
Event Execution
CIVICized Cash Coupe In-car scavenger hunt/trivia game 15 questions to increase knowledge about the
technology and features of the Honda Civic Coupe
Event Execution
CIVICized Cash Coupe Participants could receive high-ticket items as
prizes for answering all 15 questions correctly
Event Execution Picture Yourself in a CIVICized World Green-screen photobooth Participants could take funny photos with various
costume props
Event Execution
Picture Yourself in a CIVICized World Pictures were then uploaded to our CIVICized
World Facebook Page and individuals were tagged/tagged themselves in each photo
Event Execution
Tetris Trunk – Trojan Tailgate for Four Highlights the space of the 60/40 split Timed game
Event Execution
Tetris Trunk – Trojan Tailgate for Four Participants could receive high-ticket items as
prizes for having the fastest time within each hour
Event Execution
Pin the Civic Coupe on the US Fun way to visually demonstrate the amazing MPG Participants were asked where they would want to take their
Coupe, spun around, placed the Coupe on the map…
Event Execution
Pin the Civic Coupe on the US Participants were then asked how many tanks of gas they
thought it would take to get there, and given the real answer
Event Video
POST-EVENT CONSUMER INSIGHTS
Pre/Post Event Comparison
Purchase Consideration Change
Post-Event Interviews
21 video interviews
Participants were highly impressed by the gas mileage
Felt that the event allowed them to interact with the car in a fun and engaging way
Thought more positively about Honda upon leaving the event!
POST-CAMPAIGN CONSUMER
INSIGHTS
Survey Respondents
Psychographics: 70% are looking to spend
$25,000 or less on a car 79% prefer 4-door to coupes Friends/family and internet are
top purchase decision influences
Demographics: USC students All between ages of 18 and 25 44% male, 56% female
Based on survey results
Future Purchase Intent
Based on survey results
Future Purchase Intention
Based on survey results
Attributes
Based on survey results
Out of all the attributes we tested, Honda tested lowest for coolness, but very high on traits that indicate a good value, such as safety and reliability
Goals and Results
Recommendations
Honda should focus on their strengths Reliability Safety Reputation Coolness was not a purchase driving factor
Campaign should be longer
BUDGET
Budget Breakdown
Department Expenses
Proposed Budget
Cost vs. Value Added
Final Metrics Amount
Initial investment $3,000
Added value $19,368.72
Total value $22,368.72
Return on investment 6.45
ROI 645%
RECOMMENDATIONS
Recommendations for Honda
Short-Term
Focus campaigns on the features Eco Assist, Satellite Linked Navigation System, iPod
Connectivity, Bluetooth HandsFreeLink Technology
Allow for less guideline restrictions on viral component Creates a more organic feel
Long-Term
Remodel the Honda Civic Coupe outside traditional frame Differentiate the Civic Coupe from predecessor
