- Multiplatform campaign stars classic toys such as Jem and The Holograms, Skeletor and Gumby
- Integrated campaign features TV, print, digital, radio and social to highlight year-end sales event
Stretch Armstrong, Gumby, Jem and The Holograms, Little People, Magic 8-Ball, Skeletor, Strawberry Shortcake™ and G.I. Joe will star in Honda’s annual Happy Honda Days advertising campaign. The integrated campaign, “A Gift to Remember,” launches with six spots on TV today paying homage to popular toys throughout various decades and includes extensive digital, print, POP and radio placements.
“With consumers inundated with holiday ads during the holiday season, our goal is to break through the clutter by helping people relive favorite childhood memories of a toy they loved during the holidays and associating that with a great deal on a new Honda,” said Susie Rossick, senior manager at American Honda Motor Co., Inc. “The Happy Honda Days Sales Event is a terrific opportunity for Honda to cap off a record-setting year, with the Accord, Civic, CR-V and Odyssey also on pace to lead their respective segments in retail sales.”
The magic of these beloved toys has been brought to life with stop-motion animation rather than computer-generated imagery to authentically capture how these toys came to life through play. The original toys were tracked down and used to develop the spots, along with recognizable voice-over talent.
Network TV placements are scheduled on popular programs such as “Survivor,” “The Voice,” “The Mindy Project” and “Dancing with the Stars,” as well as on national cable networks such as AMC, Bravo, Comedy Central, Discovery, HGTV and TBS. Local Spot TV in 210 DMAs will drive local incentives to local in-market shoppers every week during Happy Honda Days, with high-impact weight during the first two weeks and last two weeks of the event.
As the consumer purchase habits continue to shift, Honda has evolved its media mix for stronger in-market support targeting handraisers. Honda has increased its digital support by 80% compared to last year’s event, with the substantial increase going to Mobile, Online Video, Audience Targeting heavy-up and Paid Social media. This increase in digital support includes banner ads on high-traffic third-party auto sites such as Cars.com, KBB.com and Edmunds.com as well as units on Facebook, Twitter and YouTube. GIFs and Vines will also support paid social posts.
Print ads will run in “People” and “Sports Illustrated” and will include local newspaper support in top markets. Four weeks of Network radio spots will also air during the event.