Racing has always been part of the Honda DNA, and that lineage extends to every Honda vehicle on the road. We developed this evolution of our “Racing at Heart” campaign to emphasize that connection specifically for our performance-motivated audience.
RPA launched this campaign through targeted print and digital executions, where we know this audience spends a lot of time. The initial creative leverages Honda’s ultimate performance vehicles: the Civic Type R on the street and an Indy car on the track. Subsequent creative features the Ridgeline and its Baja desert-conquering counterpart. The digital elements reference the campaign in look and feel and immediately draw the eye with an energetic animation that does a 180-degree flip to highlight Honda’s racing connection.
While the entire sport was on hold during Covid, we kept racing fans engaged on social by showing fans what Honda racers drive when they're off the track. Then we taught them some new things about the sport through a series of quick, high-energy videos showing Honda vehicles in action defining racing terms.