The all-new 2013 Honda Accord launched with an emotionally driven, integrated multimedia campaign designed to artfully highlight the new Accord's sophisticated design, dynamic performance, rich feature content and value.
The 'It Starts with You' campaign was built around the Honda philosophy of designing the Accord around the needs of the driver and occupants. The Accord campaign highlights numerous new technologies that enhance the model's dynamic driving experience, as well as, the styling cues that improve visibility and efficiency.
Starting this week, the Accord will maintain a heavy presence on TV with spots that have a decidedly real and earnest feel and are meant to capture everyday people living their busy lives.
Spots will be seen during the Emmys® and during the most-talked-about new-season premieres, including "CSI," "Dancing with the Stars," "Fringe," "Mike and Molly," "Modern Family," "NCIS," "Revenge," "60 Minutes," "The Good Wife," "The Mentalist" and several others. There will be additional presence during the MLB World Series, college football, NFL, NHL Winter Classic and regular-season games and the NBA. Accord video units will also run prior to connected TV app content such as movies, TV and music via gaming consoles and Smart TV devices.
Print will run in "Forbes," "People" and "Wired" and in high-profile special issues, including "Sports Illustrated" Swimsuit Edition and "TIME" Person of the Year issue. Outdoor will be seen in 28 markets, and national in-theater will run in October.
Two premier digital firsts will position Accord creative in new and interesting places:One of the first advertisers to integrate with Pulse, a news aggregating mobile and tablet app and will be featured on many of the most popular feeds.Sponsor of NFL video content across desktop, mobile and tablet, including Video on Demand.
To create immediate reach, home-page takeovers are planned on AOL, MSN, Yahoo! and YouTube. The Accord will also be the presenting sponsor of a new original Yahoo! video series, "The Road to Saturday." In addition, Accord creative will also be integrated into the two largest mobile social games: Words With Friends and Scramble With Friends.
All of Accord's online media will direct traffic to the Accord Sedan model site which will be live on 9/19. The modified Accord Coupe section will also be live at the time of launch__; the shopping tools will be live on the Coupe on-sale date, 10/15. A mobile app will also be live at the time of launch to support mobile activity.
The 2013 Brochures will be in showrooms on 9/24 and the Accord eBrochure will be live on 9/19.
It Starts With You :90
Absentminded You :30
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