Calling GenZennials: All-New Honda HR-V Glows Up in Multifaceted Marketing Campaign
Read at Hondanews.com
- HR-V is first product to leverage epic Honda brand campaign
- Filmmaker and creator Mike Carson directs visually impactful HR-V TV spot, targeting multicultural buyers
- Launch campaign debuts as 2023 HR-V begins arriving at Honda dealerships
Honda is introducing the all-new 2023 HR-V with a multifaceted marketing campaign with high-impact creative to connect with young, diverse car buyers, including leveraging the recent Honda brand campaign. The new general market commercial, “Brand New Spark,” (https://honda.us/BrandNewSpark) marks the first time Honda is using the brand campaign creative in support of a single product. Timed to the campaign’s launch, the new-from-the-ground-up HR-V compact crossover begins arriving at Honda dealerships nationwide.
The HR-V marketing campaign features multiple new TV spots for general market and multicultural buyers that will appeal to “GenZennial” customers. The 2023 HR-V also will be integrated into Honda’s youth marketing initiatives, including gaming/esports, music and sports/lifestyle partnerships.
“The all-new HR-V is an aspirational vehicle positioned as the gateway of the Honda lineup, and we created a striking and aspirational launch campaign to appeal to the young, first time and multicultural buyers who are so important to the Honda brand,” said Jessika Laudermilk, Senior Manager, Honda Marketing. “We’re leveraging our epic Honda brand campaign and dedicated multicultural creative to ensure next-gen buyers fully recognize the arrival of this great, all-new Honda HR-V.”
Unique Multicultural Campaign Supports HR-V
As part of a robust new HR-V multicultural campaign, Honda tapped Mike Carson, a content creator and multi-disciplinary film director to help launch the all-new Honda HR-V through vibrant creative, employing projection art. This creator collab led to “Twofold with Mike Carson,” (honda.us/TwofoldWithMikeCarson), a dedicated HR-V launch spot created to connect with Black American customers, as well as a second version of the spot focused on reaching Asian American audiences.
The new “Unlock the Next Level” TV spot (honda.us/UnlockTheNextLevel) was developed specifically to resonate with Hispanic buyers. It features the 2023 HR-V in a gamified setting, helping to navigate the high expectations life can bring, often set by parents, family and even friends.
In the new general market launch spot (honda.us/BrandNewSpark) for HR-V, “Brand New Spark,” Honda creates a deeper connection between brand and product, by featuring the all-new HR-V into its imaginative brand campaign as the first all-new product integration. In Honda’s latest spot, HR-V emerges from the ultimate supernova scene of the original brand spot to drive excitedly through a multitude of terrains, as it leads other Honda products toward the future. “Brand New Spark” is a rollercoaster ride brought to life with the help of Aloe Blacc’s “Made from the Stars.”
HR-V Campaign Media
The 2023 Honda HR-V launch campaign will air during the 2022 NBA Finals, with broad media support including broadcast TV and cable, such as TNT and OWN, and on-demand streaming platforms like Hulu and Roku.
To reach multicultural viewers, the campaign will be featured on Hispanic networks like Univision, Telemundo and UniMas. Custom digital programming on TheGrio will be utilized to connect with Black American customers. The all-new HR-V will also be featured in curated content sponsorships on Spotify and Vevo aimed at Asian, Hispanic and Black American audiences.
The campaign also will run heavily digital and social with key lifestyle partnerships with Amazon, Twitch, BuzzFeed, Hypebeast, POPSUGAR, Thrillist, among others.
All-New 2023 Honda HR-V
The more refined and fun-to-drive second-generation HR-V is a sporty and versatile compact SUV engineered around the needs of young and active buyers looking for a fun driving experience with the utility for any adventure. The 2023 HR-V features a clean, sporty and expressive design with a bold new grille, longer hood and sleek roofline. Learn more about HR-V, here.
Honda offers a full line of clean, safe, fun and connected vehicles sold through more than 1,000 independent U.S. Honda dealers. Honda has the highest fleet average fuel economy and lowest CO2 emissions of any major full-line automaker in America, according to the U.S. Environmental Protection Agency’s (EPA) latest data. The award-winning Honda lineup includes the Civic, Insight, Accord and Clarity series passenger cars, along with the HR-V, CR-V, Passport and Pilot sport utility vehicles, the Ridgeline pickup and the Odyssey minivan. Honda’s electrified vehicle lineup includes the Clarity Fuel Cell and Clarity Plug-In Hybrid, Accord Hybrid, CR-V Hybrid and Insight hybrid-electric sedan – to be joined in 2024 by the Honda Prologue, Honda’s first volume battery-electric vehicle.
Honda has been producing automobiles in America for 40 years and currently operates 18 major manufacturing facilities in North America. In 2021, more than 95% of all Honda vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.
More information about Honda is available in the Digital Fact Book.
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