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Tier10 Marketing 2012 Honda Civic Video Press Release


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Tier10 Marketing 2012 Honda Civic Video Press Release

  1. 1. For Immediate Release: June 6, 2011 1366 Dulles Technology Dr, Suite 320 Herndon, VA 20171 Contact: Joseph Olesh Email: jolesh@tier10marketing.com2012 Honda Civic “Heritage” Viral Video CampaignVideo: http://www.2012hondacivicinfo.comYouTube: recognition of Honda’s 9th Generation Civic, Tier10 Marketing has developed a “heritage” video, aimed to create a visualexperience that best represents the theme: “One Car. A Million Stories.” Designed to compliment Honda’s current Civic launchcampaign, the video provides Tier10 clients (Paragon Honda, Herb Chambers Honda, Scott Robinson Honda, and Penske Honda,to name a few) with a viral video to inspire traffic, both on and offline.The Honda Civic has gained notoriety because of its widespread demographic appeal and longevity. Tier10 celebrates this 9thGeneration Civic by creating an integrated viral video campaign that explores the evolution of the Civic.Tier10 Marketing’s Creative Director Scott Rodgers explains, “Personifying the Civic by instilling emotion was objective one.Bringing in a human element accomplishes two things: (i.) it promotes a generational feel and (ii.) connects the Civic with it’s far-reaching fan-base. Capturing the Civic’s evolution in correlation with the various people featured in the video was key in attainingthe correct tone.”The video incorporates vintage commercial footage of the 1978 Honda Civic to present-day models. An edit composed of new andold Civics, with a progressive pace, allows for 20+ years of the Honda Civic to be showcased in 90 seconds.Shot on a Canon 7D, the video taps into a technology being utilized by the likes of The Jay Leno Show, House, and Saturday NightLive. The choice to use DSLR technology was deliberate, speaking to the Civic’s universal, grass-roots appeal. DSLR cameras, likeCanon’s 7D and Nikon’s D3s, have brought high quality video to the masses at an affordable price.A collaboration with Grammy award-winning Dirty Vegas brought an important emotional element. The video features the song,“Today,” a progressive pop composition. There’s a delicate bass beat that builds throughout, ultimately helping the story comethrough. The song lends a sense of nostalgia, a key element needed for the tone of this short video.The video’s director/editor Joseph Olesh adds, “The video should leave the viewer wanting to see more. My experience producingthis video has made me a big fan of the Civic. My hope for the video is one that inspires viewers to investigate the Civic’s proudhistory and even take a test drive of their own.”Honda Civic customers span the spectrum of automotive drivers. They are high school graduates and college students, families withyoung children, schoolteachers, and environmentalists. The video pays homage to these Civic owners, young and old. See for more information.About Tier10 MarketingTier10 Marketing delivers a holistic marketing system that integrates 10 tiers of marketing under a well-defined campaign strategy.We provide marketing services for many of the leading Honda and Acura Dealers & Dealer Associations in the nation, and havereceived national recognition from as one of the “Top Ten Companies to Watch in 2010.” The team has createdand implemented marketing strategies for 12 manufacturers, 76 of the top 100 dealer groups and over 4,000 dealerships in 18countries. We are pleased to have the opportunity to help your dealership market the Generation9 Honda Civic.