The (new and old) Honda Adverts - To vroom or not!
By now, you should have seen the choir humming, vrooming and hitting their teeth with their nails in the mulit-storey car park remininscient of the sixties and seventies in a way to sell a car or at least to create more brand awareness. If you haven't, please point your pointy thing (cursor) here
When was the last tim eyou felt a connection with a car
A car that might just change the way you feel about driving.
At Honda, we want driving to be fun, exciting and involving, it says on the Honda advert
So we built the new civic
So following the 7 P's of marketing, does the advert follow the criteria? Well I am only going to use the first three as I don't want you to get too bored.
1st P = Honda Civic, never been built by Honda before so you have to market it right. The advert is different and although at the end of the advert, it only just states the brand name (not even the name of the sodding car) and its tag line - The Power of Dreams, maybe subliminely it writes out tPod. Maybe I am just lookng into it too far. But the advert and the making of the advert is avaiable as a video download for your generic white mp3 players and on computer software. So already, are the advertisers targetting a set market, youngish lot who have a disposable income (they have mp3 players or computers, slightly fixated about how an advert is made).
In the advert, a man states that Honda are well known for making very reliable cars, the man is Michael Russoff (the advertising creative), he says that part of the civic is about, really, connecting back to driving. So how do you get that feeling (the emotional feeling) across?
They recorded the sounds of the car and then got a choir to emulate the sounds use their voices, etc. Will it sell the car or are you selling the brand? To watch the video and the making of it, unless you are video podcasting, you are on the Honda website and with the click of a mouse, you can build a Civic, you can obtain a brochure and get the specs and prices. So maybe the advert has the idea of getting the punter (customer) to the brand website. Has anyone else got any ideas, or is anyone else reading this?
The second P - Prices - the website is linked to the price list as said above, there are three prices, the most expensive is put first to grab the attention and you can tot up the specifcations to your heart's content. You also order a brochure or download it as a pdf file. So you are sorted for the pricing.
The third P - Promotion - the website, gives you the chance to play the video and the making of the video. But what else does it do to promote the car (sorry, product). A message from Honda's Civic Project Leader - Customers should not think 'this is a good car', but rather feel 'I can enjoy this car'. Mr. Matsumoto - even the name is slightly westernised, "Mr". On the explore window, you can see the vehicle from any point of view. Then you can click on the car to see its selling points (the design, it is wedged shaped so it is moving towards the next generation or the sharp and smooth flowing lines of the kimono into the desgin of the wedge shaped car) or the i-shift transmission (go from an automatic to manual with the ease of a racing car shift gear). I am starting to like the idea of buying one (no I musn't). Steering wheel with bluetooth connectivity and voice recogntion to control satellite navigation, audio system and interior climate. Sorry getting side tracked, but the website is the main part of the promotion. One of the older adverts, Cog, you could order the dvd of the film and then of course, they have your address to send you more details, no sign of this type of thing on this website or ad as of yet!
When was the last tim eyou felt a connection with a car
A car that might just change the way you feel about driving.
At Honda, we want driving to be fun, exciting and involving, it says on the Honda advert
So we built the new civic
So following the 7 P's of marketing, does the advert follow the criteria? Well I am only going to use the first three as I don't want you to get too bored.
1st P = Honda Civic, never been built by Honda before so you have to market it right. The advert is different and although at the end of the advert, it only just states the brand name (not even the name of the sodding car) and its tag line - The Power of Dreams, maybe subliminely it writes out tPod. Maybe I am just lookng into it too far. But the advert and the making of the advert is avaiable as a video download for your generic white mp3 players and on computer software. So already, are the advertisers targetting a set market, youngish lot who have a disposable income (they have mp3 players or computers, slightly fixated about how an advert is made).
In the advert, a man states that Honda are well known for making very reliable cars, the man is Michael Russoff (the advertising creative), he says that part of the civic is about, really, connecting back to driving. So how do you get that feeling (the emotional feeling) across?
They recorded the sounds of the car and then got a choir to emulate the sounds use their voices, etc. Will it sell the car or are you selling the brand? To watch the video and the making of it, unless you are video podcasting, you are on the Honda website and with the click of a mouse, you can build a Civic, you can obtain a brochure and get the specs and prices. So maybe the advert has the idea of getting the punter (customer) to the brand website. Has anyone else got any ideas, or is anyone else reading this?
The second P - Prices - the website is linked to the price list as said above, there are three prices, the most expensive is put first to grab the attention and you can tot up the specifcations to your heart's content. You also order a brochure or download it as a pdf file. So you are sorted for the pricing.
The third P - Promotion - the website, gives you the chance to play the video and the making of the video. But what else does it do to promote the car (sorry, product). A message from Honda's Civic Project Leader - Customers should not think 'this is a good car', but rather feel 'I can enjoy this car'. Mr. Matsumoto - even the name is slightly westernised, "Mr". On the explore window, you can see the vehicle from any point of view. Then you can click on the car to see its selling points (the design, it is wedged shaped so it is moving towards the next generation or the sharp and smooth flowing lines of the kimono into the desgin of the wedge shaped car) or the i-shift transmission (go from an automatic to manual with the ease of a racing car shift gear). I am starting to like the idea of buying one (no I musn't). Steering wheel with bluetooth connectivity and voice recogntion to control satellite navigation, audio system and interior climate. Sorry getting side tracked, but the website is the main part of the promotion. One of the older adverts, Cog, you could order the dvd of the film and then of course, they have your address to send you more details, no sign of this type of thing on this website or ad as of yet!
posted by A teacher returning to Geography Education at 4:37 pm
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