0
pure communications Kate Scoptur, Account Director Amanda McGowan, Research Director MaryJo Fitzgerald, Creative Director ...
 
The 2008 Honda Civic Hybrid “Building Bridges” Campaign <ul><li>Fuel-efficient  </li></ul><ul><li>hybrid vehicle </li></ul...
Problems Facing the Civic Hybrid <ul><li>Competitor: The Toyota Prius </li></ul><ul><li>- 67.4% of hybrid sales January to...
Creative Executions: “Building Bridges” <ul><li>The Big Idea: “Building Bridges” </li></ul><ul><li>Television advertisemen...
Television advertisement: “Stuck”
Television advertisement: “Stuck”
Television advertisement: “Stuck”
Television advertisement: “Stuck”
Television advertisement: “Lock It”
Television advertisement: “Lock It”
Television advertisement: “Lock It”
Television advertisement: “Lock It”
Magazine advertisement
Billboard advertisement
Evolution of the “Building Bridges” Campaign <ul><li>Long-term and Short-term Objectives </li></ul><ul><li>Primary Target ...
Placing Our Creative Messages <ul><li>Media: Television, Radio, Magazines, Newspapers, Outdoor, and Internet </li></ul><ul...
Supporting the Creative Messages <ul><li>Public Relations Strategy: to craft aggressive hands-on events and sponsorships, ...
 
thank you. pure communications Kate Scoptur, Account Director Amanda McGowan, Research Director MaryJo Fitzgerald, Creativ...
Upcoming SlideShare
Loading in...5
×

Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch

1,481

Published on

Last fall in my Principles of Strategic Communications class, I worked with four classmates in a mini-’agency,’ Pure Communications, to create and pitch a campaign for the 2008 Honda Civic Hybrid. We "pitched" our campaign with this powerpoint presentation to our professors and classmates at the end of the semester.

Disclaimer: this SlideShare presentation was created as a student project for the University of Wisconsin School of Journalism. This was used for educational purposes only.

Published in: Education, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,481
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
61
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch"

  1. 1. pure communications Kate Scoptur, Account Director Amanda McGowan, Research Director MaryJo Fitzgerald, Creative Director Allie Gehan, Media Director Allison Brost, Public Relations Director
  2. 3. The 2008 Honda Civic Hybrid “Building Bridges” Campaign <ul><li>Fuel-efficient </li></ul><ul><li>hybrid vehicle </li></ul><ul><li>Reliable and conventional compact car </li></ul><ul><li>Civic Hybrid as </li></ul><ul><li>the “bridge” </li></ul>
  3. 4. Problems Facing the Civic Hybrid <ul><li>Competitor: The Toyota Prius </li></ul><ul><li>- 67.4% of hybrid sales January to August 2007 </li></ul><ul><li>- Civic Hybrid: 11.8% </li></ul><ul><li>Growing Hybrid Market </li></ul><ul><li>- 75 Hybrid models by 2011, </li></ul><ul><li>compared to 14 models today </li></ul><ul><li>The Civic Hybrid Competitive Advantage </li></ul><ul><li>- Bridges conventional design and hybrid </li></ul><ul><li>- Not an “escape pod” </li></ul>
  4. 5. Creative Executions: “Building Bridges” <ul><li>The Big Idea: “Building Bridges” </li></ul><ul><li>Television advertisements </li></ul><ul><li>- “Stuck” </li></ul><ul><li>- “Lock It” </li></ul><ul><li>Print advertisements </li></ul><ul><li>Outdoor </li></ul><ul><li>- Billboard </li></ul>
  5. 6. Television advertisement: “Stuck”
  6. 7. Television advertisement: “Stuck”
  7. 8. Television advertisement: “Stuck”
  8. 9. Television advertisement: “Stuck”
  9. 10. Television advertisement: “Lock It”
  10. 11. Television advertisement: “Lock It”
  11. 12. Television advertisement: “Lock It”
  12. 13. Television advertisement: “Lock It”
  13. 14. Magazine advertisement
  14. 15. Billboard advertisement
  15. 16. Evolution of the “Building Bridges” Campaign <ul><li>Long-term and Short-term Objectives </li></ul><ul><li>Primary Target Market: The Thinkers </li></ul><ul><li>Secondary Target Market: Mid-size to Large-size Companies </li></ul>
  16. 17. Placing Our Creative Messages <ul><li>Media: Television, Radio, Magazines, Newspapers, Outdoor, and Internet </li></ul><ul><li>Timeline: heavy pulsing from April 2008 to October 2008 </li></ul><ul><li>Budget: 95% used, or $76,243,952 of $80 million </li></ul>
  17. 18. Supporting the Creative Messages <ul><li>Public Relations Strategy: to craft aggressive hands-on events and sponsorships, focusing on educating and informing the Thinkers </li></ul><ul><li>“ Building Bridges” Tour </li></ul><ul><li>National Press Conference </li></ul><ul><li>Local Press Kits </li></ul><ul><li>“ Building Bridges” Awards </li></ul>
  18. 20. thank you. pure communications Kate Scoptur, Account Director Amanda McGowan, Research Director MaryJo Fitzgerald, Creative Director Allie Gehan, Media Director Allison Brost, Public Relations Director
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×