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.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

BMW’s 550i xDrive has long been considered as one of the most successful business sedans in the world. For the brand, this may not be enough as it has officially...
by - January 20, 2017
Amazon is now moving beyond the four corners of online retailing. Only recently, the retail giant has been awarded a patent for its Road Network system. Since the patented technology...
by - January 20, 2017
The newest version of the Lamborghini Huracan is not a Superleggera, but a Performante. When Lamborghini filed for a patent for a new name, there were still debates whether this...
by - January 20, 2017
What is hotter and more menacing than a Hellcat? If we ask Dodge, its answer would be the “Demon.” Of course, we aren’t talking about a demon with horns and...
by - January 20, 2017
The 2018 model year could be an exciting year for fans and enthusiasts of the Chevrolet Corvette. This comes as the 2018 version of the Corvette is bound to feature...
by - January 19, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries