Fit For You
The all-new 2015 Honda Fit is launching with an integrated advertising campaign themed "Fit for You," with TV spots starring comedian Nick Thune. Other components of the campaign will roll out in conjunction with the TV spots, including digital and social media activations and a multicultural campaign extension featuring award-winning drummer Questlove. Overall, the campaign aims to have cross-generational appeal while specifically targeting Gen-Y customers with additional integrated paid media placements in music and gaming.
The "Fit for You" theme taps into the resourcefulness of Gen Y, showcasing a unique cast of characters and the ability of the Fit to handle whatever life throws at them. The hyper-stylized and humorous national TV spots feature Nick Thune, as host, answering questions and demonstrating the features of the new Fit. The first 30-second spots, "Biker, Fortune, Cup, Meerkat" and "Synth and Seattleites" began airing, with three 15-second online versions. Two additional TV spots will roll out in the coming weeks. Each spot will tout the 2015 Fit's standout qualities including the Magic Seat®, which offers multiple seating configurations for added versatility and cargo capacity, standard technology features like a rearview camera and available "swipe, pinch and zoom" navigation integrated into the Display Audio touchscreen.
Following on the heels of the successful gaming integration of the Civic with the Forza Motorsports franchise, Honda is joining Machinima to promote the upcoming Street Fighter game release, Ultra Street Fighter IV. The campaign launched in late May with a sponsorship of Machinima's highly anticipated live-action series Street Fighter: Assassin's Fist. The 2015 Honda Fit also is integrated in a series of Bonus Stage videos that feature the vehicle in iconic scenes from the popular Street Fighter franchise. Additionally, the sweepstakes promoting a vehicle giveaway provides another touch point to reach a highly engaged gaming audience.
Biker Fortune Cup MeerKat