Ad Campaign for the All-New Honda Fit Flaunts Fierce, City-Smart Style

September 24, 2008

by
RPA

Santa Monica, Calif., Sept. 24, 2008 — A fully integrated national advertising campaign for the all-new Honda Fit begins Sept. 29. The strategy developed by Honda's long-standing agency of record, RPA, communicates the sporty, aggressively stylish qualities of the all-new Fit.

Targeting metropolitan individuals who take pride in being unique, the campaign uses a high-energy attitude to convey the all-new Fit's fuel efficiency, spaciousness, safety and nimble handling.

"The youthful Fit has always been a little bit quirky, but now you'll notice a sportiness to the model—the Fit's personality has evolved to match its great new design," said Tom Peyton, senior manager, national advertising, at American Honda Motor Co.

The campaign includes three spots, "Mecha-Mosquitoes," (broke 9/21) "Defense Mechanism" (breaks 10/2) and "Bats" (breaks 9/28), produced by Digital Domain, a premier visual-effects company with such projects as Titanic and Transformers to their credit. Spots will air during NFL games and on top-rated network programs.

"The campaign takes our previous Fit launch work from 2006, utilizing the tag, ‘The Fit is Go,’ and gives it a more evolved, aggressive spin," said Curt Johnson, VP, Associate Creative Director/Art. "The Fit's new fierce, bold personality is reflected in this new campaign by portraying the Fit outmaneuvering giant oil-sucking mechanized mosquitoes and boldly confronting predatory, shark-like vehicles. We think the dynamic imagery of this campaign will set the Fit apart from its competitors."

Starting Sept. 29, co-branded CW/Fit short-form spots will air on Gossip Girl, 90210, America's Next Top Model, Smallville and Everybody Hates Chris. The series of five :10 Fit short-form spots will showcase the Honda Fit in an environment uniquely relevant to the five CW programs. Creative will direct viewers to cwtv.com/hondafit to enter to win one of five all-new 2009 Honda Fits. Co-branded promotions on CW.com will drive traffic to the microsite.

Later this fall, multiple pod busters focusing on the all-new Honda Fit while promoting the premiere of the hit show 30 Rock will air on NBC.

Print ads "Gas Hogs" and "Cavernous" will be featured in popular magazines. To encourage reader interaction and further connect with the target, customized programs are scheduled with several niche magazines including Sole Collector, a publication that focuses on sneaker culture. Using Fit assets and their own creativity, readers will be able to design a Fit shoe and enter to win a manufactured pair of their sneakers.

The national outdoor campaign will post across the country. A wallscape will be featured on the Howard Hughes building in Los Angeles, Calif. Additional outdoor activity includes running ?Mecha-Mosquitoes? (:15) on gas-station pump TVs around the nation. Commercials (:15) will also be shown on listening stations in f.y.e. stores.

A dedicated marketing site, http://fit.honda.com will communicate top product features through games and interactive experiences. When interacting with the rich, cinematic-like game, which plays off the campaign creative, users learn about Fit product features as they journey to defend Fit City from gas-guzzling "Fuelivores." Engaging the target via an interactive extension of the offline campaign, the marketing site will use social media to build buzz and draw in youth.

To extend awareness for the Fit online, several unique placements and sponsorships connect the Fit target with their interests, including music, gaming and social networking. For example, Honda is the first-ever automotive company to execute a one-day, rich media, homepage roadblock on MTV.com. Fit will be the category-exclusive sponsor of Vault, where MTV aggregates past and present music videos. Users will be able to make video playlists, share with friends and embed on social network profiles.

Executive Creative Director: David Smith Creative Directors: Joe Baratelli, Pat Mendelson Associate Creative Director/AD: Curt Johnson Associate Creative Director/CW: Todd Carey Agency Senior Producer: Shelley Eisner Photographer "Gas Hogs": Treavor Pearson, Markku Lahdesmaki Photographer "Cavernous": Markku Lahdesmaki Production Co: Digital Domain Executive Producer: Karen Anderson Director: Eric Barba, Brad Parker Editorial Company: Spot Welders Editor: Michael Heldman Music Company: Elias Arts Composer: Jonathan Elias (all spots) Composer "Mecha-Mosquitoes": David Wittman Composer "Defense Mechanism": Christopher Kemp Composer "Bats": Nate Morgan Sound Design Company: 740 Sound Design Sound Designer: Eddie Kim Animation & Visual Effects Company: Digital Domain Visual Effects Supervisors: Eric Barba, Brad Parker Sound Mix Company: Lime Studios Sound Mixer: Loren Silber Principal Performer: Brendon Small (voice over)

About Honda Fit The Fit is designed to lead the subcompact segment with a quality feel and a multi-functional interior. The Fit has become more refined for 2009 with a sportier demeanor through improved suspension, steering and body rigidity enhancements; an improved rear Magic Seat®; and a high level of standard safety equipment, including the addition of the Advanced Compatibility Engineering&trad; (ACE&trad;) body structure and front seat active head restraints. A new, more powerful 117-horsepower, 1.5-liter i-VTEC® 4-cylinder engine further improves the Fit's high-revving, fun-to-drive character.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.