Case study for a Honda campaign orchestrated by the Orci marketing group.

1. Orcí – Honda Case
Michael Peberdy
Jamieah Robinson
Grayson Martinez
Ashley Camacho

2. Starting a Full-Service Latino
Marketing Team
• “A full service team of Latino Marketing specialists with
25+ year track record of connecting brands to the heart
of Latino consumers.”
• Hector Orcí started the business with his wife Norma 28
years ago
• Cross Cultural Ideation

3. The Three R’s
• Reach
• Relevance
• Relationship

4. The Backbone of Orcí
• Hector Orcí - Chairman
• Mr. Hector J. Orci serves as Vice Chairman of Governance at
New America Alliance. Mr. Orcí is a co-founder and Chairman
of La Agencia de Orcí & Associates
• Norma Orcí – Vice Chairman
• Ms. Orcí serves as the Co-Chairman of La Agencia de Orcí &
Asociados.
• Andrew Orcí - CEO
• Andrew is the CEO of La Agencia de Orcí & Asociados

5. Major Clients
• Big Brothers Big Sisters
• The idea for Latino “Bigs” began in New York City in 2007 when a group
of committed volunteers from Big Brothers Big Sisters realized that more
Latino mentors were needed.
• Georgia Pacific/Brawny
• Orcí has been tasked with marketing Georgia Pacific’s wide array of
brands to the U.S. Hispanic market. The first assignment was to create
the first Hispanic target campaign for Brawny paper towels.
• Honda
• Honda was one of the first automotive companies to launch Hispanic
marketing in 1989.

6. Honda Campaign
INTENDED HISPANIC CONSUMERS
• ORCI targeted this campaign towards young Latinos
between the ages of 18 and 24.
• ORCI’s answer to the question “Why do young Latinos
love Honda Civics?” was answered by their research.
• These realizations lead the agency to position “We are
driving the future.”

7. Honda Campaign
Continued...
• Honda was getting ready to launch the new 2009 Honda
Civic and had some competition to look out for including:
Toyota Corolla
Ford Focus
Nissan Sentra
• All of these compact cars were very similar in that the
price and fuel efficiency of the car was very important to
the consumer.

8. The Campaign: Guateber
• ORCI noted that young Latinos in America consider
themselves to be leaders and innovators
• ORCI used the Honda Civic seeming “cool” in many
Latinos’ country of origin and the fact that being a
Young Latino in the US is “cool” to create a powerful
association between young Hispanic Americans and
the Civic.
• 4% increase in Civic Hispanic Sales during the first
month

9. Following Up
• This year, ORCI’s campaign was for the new 2014
Honda Civic Coupe.
• They focused on how fun and trendy the Coupe is
• Aired on Spanish network tv, and online.
• Hired “Kinky” to create “Cancion de Futbol”
• https://www.youtube.com/watch?v=xA6YUeOGSAs

10. Thank You!
• Questions or comments?

11. References
Andrew Orci Named President and CEO, Orci Advertising. (n.d.). -- LOS ANGELES, March 25, 2011 /PRNewswire/ --. Retrieved
September 24, 2014, from http://www.prnewswire.com/news-releases/andrew-orci-named-president-and-ceo-orci-advertising-
118643294.html
Big Partners - Latino Bigs. (n.d.). Big Partners - Latino Bigs. Retrieved September 24, 2014, from
http://www.latinobigs.org/site/c.elKVIaOTIlJ8
Georgia-Pacific Selects La Agencia de Orci as First Hispanic Agency of Record.. (n.d.). - Free Online Library. Retrieved September
24, 2014, from http://www.thefreelibrary.com/Georgia-Pacific+Selects+La+Agencia+de+Orci+as+First+Hispanic+Agency...-
a0135660835
Honda sales suggest "recession proof" Hispanic spending patterns. (n.d.). Honda sales suggest “recession proof” Hispanic spending
patterns. Retrieved September 24, 2014, from http://wardsauto.com/news-amp-analysis/honda-sales-suggest-recession-proof-
hispanic-spending-patterns
Korzenny, F., & KorzennyB. (2012). Hispanic Marketing: Connecting with the new Latino consumer. 2ndEd. New York, NY:
Routledge.
List of Private Companies Worldwide, Letter - Businessweek. (n.d.). Businessweek.com. Retrieved September 24, 2014, from
http://investing.businessweek.com/research/stocks/private/person.asp?personId=5988063&privcapId=304915&prev
List of Public Companies Worldwide, Letter - Businessweek - Businessweek. (n.d.). Businessweek.com. Retrieved September 24,
2014, from
http://investing.businessweek.com/research/stocks/people/person.asp?personId=6302285&ticker=PMRA&previousCapId=283234
&previousTitle=KB%20HOME
NOT JUST REACH, RELEVANCE. (n.d.). Orcí. Retrieved September 19, 2014, from http://www.orci.com
Resources. (n.d.). Hispanic Market Weekly. Retrieved September 19, 2014, from
http://www.hispanicamarketweekly.com/resources/27384/orci/