TORRANCE, Calif., Jul 23, 2018 – A multi-channel campaign for the all-new 2019 Honda Insight (https://automobiles.honda.com/insight) beginning today, promises a much-needed alternative to its "Meh" hybrid vehicle competition. Similar to the phrase "Blah," the term "Meh" is a commonly used expression for a lack of excitement. In the new "Fight Mehdiocrity" campaign, (https://honda.us/WorldofMeh) Honda highlights the uniqueness of the all-new Insight, with its sophisticated and universally appealing sedan styling – while portraying other cars in its class for the feelings they inspire – Meh. Ugh. Blah.
The "Fight Mehdiocrity" campaign makes it clear that drivers don't need to sacrifice the desire for styling, performance, passenger space and cargo room to enjoy high fuel efficiency. "Fight Mehdiocrity" will air on television starting today and through the fall – when the campaign expands to Honda social and digital platforms, including a series of social videos that will depict the 'Meh'mobiles' featured in the TV campaign.
"Our new marketing campaign introduces the all-new Honda Insight as simply a great sedan to demonstrate that a hybrid vehicle can be a beautiful thing," said Susie Rossick, Assistant Vice President of Honda Marketing at American Honda Motor Co., Inc. "We have created a campaign to show that with the Honda Insight, you can have a fuel-efficient vehicle without compromising great styling and fun-to-drive performance."
"Fight Mehdiocrity" Campaign Elements
The 2019 Honda Insight marketing campaign begins airing on national TV starting July 23rd, featuring a :30 ad titled "World of Meh" (https://honda.us/WorldofMeh). To complement national efforts, a mix of high impact out of home ads will announce the sleek, stylish Insight in key markets, including Los Angeles, New York and San Francisco, and in one of the most heavily-trafficked places in the world, outside New York City's Macy's Herald Square near the famed Penn Station.
This fall, the Insight campaign's print, digital and social media extensions ramp up. To maximize awareness, the Insight will be featured in homepage takeovers on sites such as Yahoo!, MSN and YouTube surrounding major sporting events including the NFL Kickoff, NBA Opening week and the Honda sponsored Little League World Series. The use of social video and rich mobile ad units in this campaign are intended appeal to a younger, active audience. The Insight also will be integrated into various Gimlet lifestyle podcasts to highlight the benefits of hybrid technology through native storytelling content.
The 2019 Honda Insight
The all-new sharply styled, tech-savvy and highly fuel efficient 2019 Honda Insight offers customers a premium driving experience, exceptional fuel economy ratings and advanced standard safety features. The 2019 Insight combines best-in-class passenger space, premium interior appointments, upscale styling and a driving experience that far exceeds its hybrid competition. With 151 horsepower, Insight offers brisk acceleration, yet received a 55 mpg rating (LX/EX trims). Additionally, its comparatively low starting price and generous level of standard features mean Insight buyers don't have to compromise to save fuel. Available in LX, EX, and Touring trims, all Insight trims come standard with multi-element LED headlights, push-button start, a digital driver's meter and the Honda Sensing® suite of advanced safety and driver-assistive technologies.
Insight joins the Clarity series and 2018 Accord Hybrid as the fifth new Honda electrified vehicle introduced over the past year. As a premium compact sedan, Insight is positioned and priced between Civic and Accord in Honda's passenger car lineup.
Honda offers a full line of reliable, fuel-efficient and fun-to-drive vehicles with advanced safety technologies sold through over 1,000 independent U.S. Honda dealers. The Honda lineup includes the Fit, Civic, Insight, Accord and Clarity series passenger cars, along with the HR-V, CR-V and Pilot sport utility vehicles, the Ridgeline pickup and the Odyssey minivan.
Honda has been producing automobiles in America for more than 35 years and currently operates 19 major manufacturing facilities in North America. In 2017, more than 90 percent of all Honda brand vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.