Honda adopts new strategy for 2013 Accord advertising campaign

Article by Christian Andrei, on September 18, 2012

Expect to see a difference in how Honda advertises the 2013 Accord. The person responsible for the change is Mike Accavitti who was named as Honda’s chief marketing officer last year. Honda had been using the same marketing brief for many decades. After showing the car on a blank canvas, there would be a witty voiceover and then the logo will be shown.

But now, instead of just enumerating its features, Honda will put storytelling at the center of its ads. Accavitti, who worked for Chrysler for 20 years, is optimistic that the ads will make Honda enthusiasts and potential customers feel emotionally connected to the brand. Honda’s prominence has decreased somewhat as rivals’ products improved, particularly in the mid-sized sedan segment.

At the Accord press launch, Accavitti said that the company aims to make people know why the Accord is the “best car in the segment.” He added that Honda aims to be “relatable.” With regards to the ad budget of the Accord, Accavitti declined to provide a figure but shared that the company will aim to spend higher on this campaign that any in the past.

He did say that this amount would be the biggest ever in its history. He also said that Honda won’t be frivolously spending and so, the automaker won’t enter a “money-burning contest" compared to Toyota's $175 million campaign last fall for the Camry.

The ads for the Accord indicate how consumers use the car, including teleconferencing, napping, making a panic stop, rocking out to the stereo, and using the LED headlights to help bring in the trash cans. The ads show a girl being able to look out the rear window since the car's low beltline and spacious greenhouse permit her to do so.

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