Honda_Campaign

C & GAgency USC MKT406 Honda Civic Sedan20131
An Interactive Creative Agency
C&G
Imagine. Inspire. Innovate.

Insights
Research&Analysis
2
Summary
Raisingthebar
6
Who we are
AgencyOverview
1
Our Message
Thebigidea
3
The Event
CivicParty!
5
End
Questions
7
IMC
Traditional&Non-traditional
4

C&G is an entirely
student run interactive
creative marketing
agency created for
USC’s Practicum in
Advertising and
Promotion design
class.
C&G: OUR BACKGROUND
Our agency name stands for Cardinal and Gold,
representing the spirit of USC.

Professor
Wilbur
Consumer
Insights
Campaign
Creative
Event
Marketing
IMC
Account
Coordinators
C&G: OUR AGENCY
AWESOME

C&G: OUR MISSION & VALUES
INSIGHTFUL INNOVATIVE ENTHUSIASTIC UNIVERSAL
C&G is a student created organization that
generates youthful, fun, and innovative ideas
while staying devoted to the needs of our
clients’ brands.

CONSUMER INSIGHTS
Behind the brains of Gen Y

DEMOGRAPHICS:
University of Southern California
Hispanic
12.1
%
Black
4.8%
Other
7.8%
Asian
19.2%
White
37%
International
19.1%
Ethnicity
50.70% 49.30%
0% 50% 100%
Female Male
20,300 19,700
Total students: 40,000
Gender
29.50% 39.10% 32.40%
0% 50% 100%
<21
21-25
25+
Age

8.17
7.41
5.27
6.25 6.07
7.9
8.56
7.81
6.04
5.21 5.4
7.3
0
2
4
6
8
10
PURCHASE DRIVING METRICS
SurveyFindingsFocusGroupFindings
Preferred Features:
• Touchscreentechnology
• Musicintegration
• Automatedfeatures
• Windows,locks,mirrors
• Navigation

Gen Y uses their driving time to listen to music, which confirms their
desire to use an automobile not just to drive, but to have an experience.
A  B MULTI-‘TUDES LIBRARIANS SATELLITE
ROCKNROLL!
84% see driving as
getting from point
A to point B, 80%
view driving as
fun.
This shows that
Gen-Y takes on
multiple tasks and
attitudes during
their drive.
Gen Y prefers
listening to their
own music library
via an auxiliary
connection.
They are hesitant
about satellite
radio due to costly
subscription
concerns.
THEMATIC RESEARCH FINDINGS:A Music Machine

Whythedifference?
Focusgroupvs.surveyresults
• Focus Groups: In focus
groups the sound system
received overwhelmingly
positive remarks.
• Survey Results: The stereo
was ranked a 5 on a scale of
1-10, placing it last.
This discrepancy can be explained by the way
the survey question framed the choices.
Relative to high–level and broader features,
stereo equipment seems frivolous. But
singled-out in the context of individual
features, as it was in the focus group, the
feature was highly favorable.
THEMATIC RESEARCH FINDINGS:A Music Machine

Gen Y seems to like their screens —
from their computers to tablets — and
similar car features associated with a
screen such as the navigation, digital
display, and backup camera.
Turn up the heat! – In our heat-mappedpicture of the 2013 Honda Civic Sedan’s interior,
respondentsshowed favor for the digital dashboards.
THEMATIC RESEARCH FINDINGS:Another Screen
SCREEN TIME
Of those who disagreed or were neutral to
the statement: “Honda is an innovative
brand”, their two most preferred features on
the 2013 Honda Civic Sedan were the
rearview camera and the I-MID display.

While saving the environment is nice, saving their own money is more
important to Gen Y’ers. They’re looking for good mileage in hopes of
reducing costs at the pump.
LET$ TALK IT’S SQUARE MONEY MAKER SAVE GREEN
Price was rated 8
out of 10 on our
survey and was
more important
than factors like
safety or speed.
In our focus
groups, Gen-Y’ers
mentioned how
eco-friendly cars
are the topic of
jokes.
18% listed the Eco
AssistTM as most
appealing, the 3rd
most highly rated
feature.
29% would
consider buying a
hybrid. We
attribute this as an
effort to save
green, not the
earth.
THEMATIC RESEARCH FINDINGS: Saving “Green”

Survey Results:
• 66% said they planned to buy a
car for $25k or less.
• Only 16% said they wanted a
luxury car.
• Of the 16%, about 20% said
they would like to spend $25k
or less, so they may be
confused…
The traditional social statement of luxury car is not
lost to Gen Y. However, they display practicality in
noting that in the immediate future they will not
purchase such cars. Despite this fact, the target
market knows they don’t have to compromise on
design when formulating their own preferences for
compact car aesthetics.
TRADITIONAL VS. NEW CULTURE

Resourceswetrust
(BesidesWikipedia!)
• Google search
• Kelly Blue Book
• Customer reviews
• Manufacturer’s website
• Friends with automotive
knowledge
Although 97% of our survey respondents said
they use Facebook, in general, there is a distaste
for automotive manufacturers Facebook pages.
And in focus groups, users said they do not ask
friends for automotive purchasing advice via
social media.
We will aim to make our Facebook page about
a fun, youthful culture with subtle tie-ins to
the Honda Civic Sedan.
Gen Y: Automotive information sources

Three focus groups were run to gather our target market’s impression of the Honda brand
and the aesthetic appeal of the redesigned 2013 Honda Civic Sedan. Brands and
aesthetic appeal of seven of Honda’s closest competitors were also tested. Three of the
main competitors are presented.
GEN Y: Brand & Body Associations
FocusGroupAutoCompanies
• Honda
• Ford
• Toyota
• Nissan
• Hyundai
• Kia
• Volkswagen

+
Up and
Coming
Elegant
Powerful
Solid
GEN-Y BRAND ASSOCIATIONS: Nissan
-
Boxy
Non-
substantive
Blends
< Toyota

+
American
Making
an effort
Techno-
logical
Econ-
omicial
GEN-Y BRAND ASSOCIATIONS: Ford
-
Body
No value
retention
Trucks
< Asian
Co.

+
Efficient
Safe
Reliable
Affordable
GEN-Y BRAND ASSOCIATIONS: Toyota
-
Average
Spoiler on
Corolla
looks bad
Old
Cheap
quality

+
Futuristic
Green
Reliable
Affordable
GEN-Y BRAND ASSOCIATIONS: Honda
-
Starter
Non-
descript
Blends in
Simple

84%
16%
Y…
No
Are you aware of the Honda Civic line?
48%
52%
Yes
No
Are you aware of the 2013 Honda Civic
Sedan?
BRAND AWARENESS: Honda Civic
Our respondents are very aware of the Civic in general, but not as aware of the All-New 2013
Honda Civic Sedan. Our campaign will be very specifically geared toward increasing
awareness about the Civic Sedan.

CivicLogoBlackout
Anewperspective
Wetested a picture of the 2013
Honda Civic Sedan, logo
blacked out. Feedback was…
• Fun
• Innovative
• Acool, new look
Honda, Toyota, Hyundai, Nissan, and Kia occupy
a similar space in the consumer’s mind. The
brands were frequently said to “blend” and that
they were all, to varying degrees, affordable,
economical, safe, and with the exception of Kia,
nondescript.
Focus groups showed some positive feedback for the
Civic Sedan. Specific image will be used throughout
all aspects of the campaign.
Research Conclusion: Break Free

OUR MESSAGE
The big idea

The 2013 Honda Civic Sedan is a car
for Gen Y: people who know where
they’re going, but aren’t afraid to have
a little fun along the way. It’s full of
features needed for any adventure
imaginable, but still leaves space for
anything you want to bring along.
CREATIVE CONCEPT: CompactAdventure
FOCUS GROUP FINDINGS
• Clever tagline
• Effective for USC
• Trying to be fun
•Not authentic tailgate situation
• Trendy but chaotic

The 2013 Honda Civic Sedan is
the first car to provide Generation Y with
the innovative and exciting features
they expect from the products they
use, and a price both students and
their parents can agree on.
CREATIVE CONCEPT: The First Time…
• Disconnect between lollipop and car
• Fresh, clean design
•Not Gen Y
•Felt geared toward older
generation
• Didn’t fit Honda’s brand image
• Snarky

The 2013 Honda Civic Sedan is the car
best suited to provide Generation Y
with a fun, dynamic, and reliable
companion. Its innovative features
keep the driver and passengers safe
and connected as they express their
youthful attitude and image.
CREATIVE CONCEPT: Best Friends Come Standard
• Liked USC tie-in
• Relatable authentic situation
• Funny, cool, hip, innovative
• Feature focused
• Bad Photoshop

CURRENT CREATIVE: Things can always be better
•Creative/Cool
•The car has improved
•Does not specifically appeal to USC
crowd
•Brainy-
•Had to think about pictures
•Some confusion

Whatwelearned
Focusgroupresults
• Fit the Honda brand
• Clean, simple design
• Liked USC tie-in
• Relatable, authentic situations
• Clever tagline, brand recall
• Cool features
Based on focus group results, we wanted all
of these aspects to be represented within our
campaign. Thus, we decided to harmonize all
three of the creative concepts to create our
2013 Honda Civic Sedan campaign…
CREATIVE CONCEPT: Testing Overview

FUN FEATURES, SERIOUS CIVIC
The big idea

The 2013 Honda Civic Sedan is a car
for Gen Y: students with high
aspirations who value authentic
experiences and relationships. It
provides affordable prices and offers
serious performance beneath the fun
features.
THE BIG IDEA: Fun Features, Serious Civic
Expressesthepremium features
inanintriguingstyle.

Content
Fun Features, Serious Civic: The Big Idea
Our ads will express the premium features of the All-
New 2013 Honda Civic Sedan through use of an
intriguing and engaging visual style that will appeal to
members of Generation Y.
YOUTHFUL FUN RELATABLE INNOVATIVE

Team Objectives
32
• We will attempt to break through the
clutter of existing car advertisements
by providing visually engaging ads to
demonstrate the exciting new features
of the All-New 2013 Honda Civic
Sedan.
• With this campaign direction, we will
aim to highlight the exciting new
features of this year’s model while
holding true to the values the Honda
brand offers. Our goal is to increase
awareness and top-of-mind recall for
both Honda and the Honda Civic
Sedan.
Criteria for Success
• Develop and create a creative
execution that embodies Honda’s
goal of changing perception of
Honda from a “vanilla” brand to
one that is innovative, fun, and
young.

Fun Features, Serious Civic: Overview
Each ad will highlight a different, appealing
feature of the Honda Civic Sedan through
visual metaphor. In doing so, the Civic
Sedan will be set apart from the competitors
and achieve a higher level of brand
differentiation.
TheStyle
The 2013 Honda Civic Sedan does not force you to make any sacrifices
on features, price, performance, or safety.
TheMessage
We want the luxury-car features that come
standard on the Civic Sedan that shine
through and stand out in the consumers
minds.
TheTone

Advertising Tactics & Mediums
34
Viral Component:
• Viral Video
• The human Civic
• Event-specific ad material
• Film video of events
• Organic footage of our events
like USC Compliments (to be
explained)
Fun Features. Serious Civic.
Print Ads:
• Get Green.
• Highlights: Eco-AssistTM and
money saver
• Horse Power.
• USC tie-in
• Highlights: 140hp engine
• Just Enough Muscle Underneath
• Highlights: Alloy wheels and
engine
• And more!

Live Music-Musicat your disposalwithPandora™ Integration Rearviewcamera-Safedrivingwith rearviewvision.
Viral Video:
STORYBOARDS
What if the 2013 Honda Civic
Sedan was a person?
How would your life be made
better by having that person
around?
A continuation of visual metaphor
themes by translating the 2013
Honda Civic Sedan’s features into
human behaviors.
Tone
Comic, visual gags
Style
-College Humor
-Funny or Die

OUR STRATEGY
Integrated marketing communications!

Goals
• 20,000 OOH impressions
• 2 radio spots
• 500 radio impressions
IMC: Traditional

IMC: Traditional Media
Bench Ads
• An eye catching visual along USC’s
most bustling thoroughfare
• 3 posters with different renderings
– On 3 consecutive benches
Flyers
• Flyers
– across all campus boards with
our print ads
– locations: outdoor hubs,
student center, every school
building
Show sponsorship & host PR
announcement
• 30 second Student discounted spot

Goals
400 Impressions
– Stories picked up by
• 3 on campus news
sources
• 1 off campus source
– 1 Philanthropy Sponsorship
Fun Features, Serious Civic (draft):
Have a little fun. The 2013 Honda Civic Sedan is on
the USC Campus and we’re here to make sure its
debut is everything but dull. C&G Agency is a USC
class functioning as a comprehensive advertising
agency on campus this semester to introduce the 2013
Honda Civic Sedan to students in the most innovative
way: you may find yourself lost in some spontaneous
scavenger hunts, creative coloring sessions in TCC,
Monday Fundays, a podium to spread some fun, and
definitely eating some 21 choices along the way.
Everything at USC this spring will be a little more fun in
a lot of different ways; and you’ll have C&G to thank for
that.
Public Relations: Hook & Goals

Public Relations: Outreach
Lists of Outlets
• On Campus Media Outlet contacts
– The Daily Trojan
– Neon Tommy
– KXSC
– Annenberg TV News (ATVN)
• Off Campus Outlets
– Los Angeles Times
– KTLA
– Ad Age
• Trousdale Kiosk ad
• Get on events calendar on USC site &
in the university-wide events email
• Feature on USC.edu web banner
• Feature on USC Marshall School of
Business website

Public Relations: Media Kit
#1
Intro C&G Agency and our upcoming
campaign to be seen around campus
Show the beneficial partnership between
USC, Honda, EdVenture Partners
Look out for further updates
#2
Spread the word about our creative
marketing tactics happening on campus
Alert of event
#3
Summary of our results & successes and
what real experience we have gained from
this partnership
Press Releases
• Press Releases 1,2,3
• Sample Kit:
– Fact sheet
– Flyer
– Event invitation
– Viral video

March 28th
PressRelease2
2
March 7th
PressRelease1
1
April 18th
PressRelease3
3
Public Relations: Press Release Timeline

APPEAL
to Gen Y in a
genuine
manner
INNOVATE
ways to gain
attention
PROMOTE
Honda’s mission
alongside the
community’s
valued projects
GOAL
of philanthropic
publicity
Public Relations: Philanthropic Publicity

Public Relations: Philanthropy
About Sigma Chi
Largest Greek philanthropy event
on campus in Spring
Philosophy: providing a financial
support for the kids and families of
CHLA
Benefits
•High exposure
• 2,000+ impressions
•Aligned with Civic campaign
• Youthful, fun
Sigma Chi Derby Days
• Annual Spring concert
• Date: TBD, March
• Benefits Children Hospital LA
• Concert Event Sponsorship
• Wristband promo

Goals
• 2,000 impressions
• 100 promotional engagements
• 50 classroom and student org
announcements
• Generate buzz and boost word of
mouth
IMC: Non-Traditional

Podium of Kindness
• A fun Honda decorated podium in front of
Tommy Trojan w/ megaphone and
instructions: “Have a little fun and say
something nice! –Love, Honda”
• Viral video potential w/ hidden camera
filming
A SCavenger Hunt
• Hang 15 cards shaped like a Civic key
around campus
• Front: “Have a little fun.” Reverse: “Find me
at ___ to unlock your sweet reward”
• Extra hints to Facebook fans
A More Colorful World
• “Paper” the tables of the Campus Center
complete w/ crayons because “coloring is
still fun, (even if we aren’t kindergarteners)”
• Each coloring papered table has Civic
outline on it., some have Honda logo
Chalk Fun
• Chalk fun sayings “Nice shoes” by people’s
car doors or on University Ave with a
hashtag (#MondayFunday) and the Honda
logo so we can repost their pictures.
• OR chalk a twister board game on University
and let people play.
• Viral video potential w/ hidden camera
filming

Viral Video Campus Takeover
• Viral video being shown simultaneously on
the campus TV monitors
• Locations: Campus Center, campus eateries
(i.e.: food court and Lemonade), dining halls
dorms, Lyon fitness center
Fun Bike Project
• Members of agency and their friends will
decorate their bikes with streamers and flags
with the message “fun is more fun” and the
Honda logo.
Classroom/Student Organization
Announcements
• Generates buzz and boost Word of Mouth
“That was funny when…”
• Covering a Civic (or color by number) in post
it notes
• People post secrets about their friends or
even themselves
• Or messages to friends
• Connection to social media

Goals
– 400 likes
– 100,000 impressions
– 60 pictures tagging our
Facebook page
IMC: Social Media

IMC: Social Media (Facebook)
Honda “Likes” you back
Like our Facebook page, invite 3 friends,
receive a t-shirt
Your new fun friend
• Give out cookies on campus for each like our
page gets
“Friend Request Accepted”
• Cards at the campus center and in classrooms
that gives a website to follow to see your “friend
request accepted
Fun Foto Contest
• Upload that embarrassing Snapchat or photo of
your friend & receive $5 gift card (Starbucks,
Yogurtland, 21 choices, etc.)
Happy Monday Funday etc.
• Fun facts, classic jokes, etc
• Kind of like buzzfeed, based on hilarity
Sponsored stories/Promoted
posts
• Friends of connections see their
friends like your page.
• Followers more likely to see what
you’re posting with promoted posts

TurnTable
Features Pandora & USB capabilities
• Where friends DJ, share music online
• You create a sponsored room (free)
for USC kids to see what each other
are listening to
• DJ with the most votes receives a T-
shirt
Foursquare
• Check in for our event
– For every check-in they receive a
soda
• For each cool check in (ie LACMA,
Santa Monica Pier) they get some fun
fact about the area from Honda
IMC: Other Social Media

THE EVENT
Party time!

USC Springfest
WHAT: USC Springfest
WHEN: April 6, 2012 // 12-5 p.m.
WHERE: USC Campus
WHY:
Springfest is the largest USC event of the
Spring semester. Drawing thousands of
Generation Y attendees, this event is a
perfect tie-in to accomplishing the desired
perception of being a young, fun and
innovative brand.

Goals
• 175+ opt-in cards
• 250 Gen Yinteractionswith
Honda CivicSedan
EVENT BENEFITS
Benefits
PerksofSpringfest
• Exposure to 15,000+ students, faculty and
other passerby while company banner is
displayed on stage.
• Exposure to 6,000+students and potential
consumers who attend concert.
• Company name and logo on 5,000+flyers
distributed to students on and around USC
campus.
• Association with fun &youthful music lifestyle
Cost Estimates
• $700-$800

Photobooth
Highlightsnewexteriordesign
GuessthatJam
HighlightsUSBmusicfeature
EVENT ACTIVITIES
• Students will be able to take a green
screen photo with the Honda Civic
sedan
• Background will be added post photo
shoot
• Photos will be uploaded in an album
on the campaign Facebook page
• Lead students in walk-through of
music features
• Students have 60s to enter the Civic,
plug in designated iPod with pre-
loaded playlist
• Students listen to playlist and guess as
many song titles as possible in the 60s
• Hourly grand giveaway

PricethatTrip
HighlightstheCivic’sgasmileage
EVENT ACTIVITIES
• Setup: 4US maps labeled with 10major cities.Eachmap will
have thenameof adifferent car. (Civic +2to3competitor cars
not named*)
• 2-4contestantsracetomatchthegaspriceforaroadtripfrom
LAtoall 10cities fromalist of prices.
• Thecontestantsracetofinish correctlyfirstorhave themost
correctanswers attheendof60swins aprize.
Idea: Pinning theprice onaroad tripisfun,butsaving some green
is serious.
*CompetitorcarswillbechosenbasedonpopularityamongstGenYandlesserperformanceincomparisontotheCivic

EVENT ACTIVITIES
FunQuiz,SeriousSpace
HighlightsthespaciousinterioroftheCivic
• Two teams of two friends will compete
against each other in a quiz about each
other.
• Every time a someone gets a question
right about their friend, the team gets to
put an item in their car
• The team with the most items in the car
after they’ve complete the quiz receives a
small giveaway.
1MillionMileTrip–GuesstheDistance
HighlightsthedurabilityoftheCivic
• Students will beshown 4-5differentroad
trips ordistances aroundtheworld andwill
have toguesswhich onesareequal toa
million miles.
• Aboarddedicated tothemanwho drove his
Honda onemillion miles will behighlighted
next tothegame

EVENT ACTIVITIES
FeatureFrenzyScavenger Hunt
Highlightsallofthenewfeatures
• Scavengerhunt in the car with post-
it notes over the feature and a clue
to the next feature
• At the end of the scavengerhunt
student’swill find a mini goodie-bag
of candy
FeaturedHighlights
Toocoolforschool!
• Eco-boost button
• USB plug-in
• Rearview camera
• Pandora capability
• Etc.

ExampleGiveaways
Welovefreeswag!
• Movie tickets
• Sunglasses
• Candy
• T-Shirts
• Interscope music items (vinyl
CDs, shirts)
• Honda logo swag items
• 2-9 Café gift certificate
• iPad Mini
• 901 Bar and Grill Certificate
EVENT PRIZES
We will work together with local student
organizations and businesses to gain
donations and sponsorships for all of the
giveaways. These will be given at teaser
events leading up to Springfest and at the
main Springfest event.

Sponsoropenmicnight
Jokesandlaughs
On-campusfoodtruckevent
Foodandfriends
LEAD UP EVENTS
• Astudent run comedy show that
combines student acts and
professional stand-up comedians for a
fun night on campus, free for students
• Aims to associate the Honda Civic
Sedan with a local event that is known
to be fresh, fun, and student-oriented
• Sponsor a popular, local food truck on
USC’s campus
• Get opt-in cards in return for a coupon
for the sponsored food truck
• Goal is to gain positive association of
the Honda Civic Sedan as fun, and
understanding of what students love

SUMMARY
Reach for the sky!

C&G BUDGET
Event
57%
Research
10%
Creative
7%
IMC
27%
Departments Total Costs
Consumer Insights $300
IMC $800
Event $1,700
Creative $200
Total: $3,000
BudgetBreakdown

The effectiveness of our campaign will be conclusive on how successful our advertising
campaign resonates with the Gen Y target market and creates strong brand awareness
and purchase consideration. We plan to measure our success of the client’s objectives
through our post-campaign survey and amount of people our campaign reaches.
C&G: SUMMARY
PostCampaignSurvey
• Purchase intent/consideration
• Fun rating
• Innovative rating
• Youthful rating
TargetMarketReach
• Viral pass-along reach
• Advertising reach
• Campaign reach

Questions?
?

Thank you!

Honda_Campaign

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