Honda Launches New "Happy Honda Days" Campaign

November 24, 2008

by
RPA

Santa Monica, Calif., Nov. 24, 2008 – An inspired, heartfelt new take on Honda's annual "Happy Honda Days" integrated national advertising campaign begins Nov. 24. The strategy developed by Honda's long-standing agency of record, RPA, leverages Honda's core values—trust, respect, giving back to the community—to deliver a subtle, meaningful holiday message to connect with consumers.

"Taking into consideration the troubled economy, this year's unexpected approach for the ‘Happy Honda Days’ TV communicates a warm, simple seasonal greeting rather than focusing on an overt sales message," said Dick Colliver, EVP at American Honda Motor Co., Inc. "The TV messages extend online where our customers are invited to help Honda enrich the well-being of communities and society."

The campaign includes all-new TV spots, in-dealership materials, radio and online. Spots break on Nov. 24 on network and spot TV programming, including Dancing with the Stars, Heroes, Grey's Anatomy and CSI. Radio will air in select markets between Nov. 24 and Jan. 4.

"While other car companies are battling it out with rebates and loud sales pitches, this campaign emphasizes Honda's position of strength and confidence," said Mark Patton, VP, Creative Director at RPA. "The primary message of the campaign is–it's not only about what's important to Honda, but what's important to consumers at this time of year."

The online campaign further promotes Honda values and will engage users by providing an opportunity to give back during the holiday season. Beginning Nov. 27, at http://shophonda.com, users will find an instant–win component with charity overlay. Honda will donate $1 for every registrant to a charity that is aligned with Honda: Little League Baseball®/Urban Initiative, Pediatric Brain Tumor Foundation and Keep America Beautiful. Instant-win players will have up to five chances to win a $100 Visa gift card. Tell-A-Friend, Locate-A-Dealer and Request-A-Quote functions will be offered to users upon completion of the game.

Ad units will run on top auto shopping Web sites, including: Autos, AOL Autos, Autobytel Network, Automotive, Autotrader, Car and Driver, Cars.com, Cars Direct, Kelley Blue Book, MotorTrend, MSN Autos, NADA Guides, Vehix and Yahoo!.

Creative Directors: Jon Yarbrough, Mark Patton Art Director: Bill Halladay Copywriter: Mark Patton Agency Producer: Frances Wall Production Co: Great Guns Executive Producer: Tom Korsan Line Producer: Carie Krumme Director: Mike Ozier DP: Mike Ozier Editorial Company: The Reel Thing Editor: Sally Banta Music Company: Boomerang Composer: Mark Meyuhaus Visual Effects Company: Riot Visual Effects Director: Claus Hansen Sound Mix Company: Lime Sound Mixer: Mark Meyuhaus Telecine Company: New Hat Colorist: Bob Festa

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.