As initially reported in MarketingDaily on January 4, Honda is heralding the arrival of its U.S. market icon, the 2013 Civic, unveiled at the Los Angeles auto show last fall. The campaign -- vialong-time Santa Monica agency RPA -- comprises four TV spots, one of which debuted in the Rose Bowl on Tuesday. The new ads have "found" video content to talk about entrepreneurial spirit of inventorsand Honda's engineers. There are more than 10 different inventors portrayed in the spots. The effort, which also has print and digital elements, mixes product messages with the company's corporatemantra around innovation and continuous improvement (the Japanese philosophy of Kaizen). Three of the TV spots are for the Civic Sedan, Si Coupe and Hybrid, respectively, and a 60-second spot -- whichaired during the Rose Bowl -- features all three of the vehicles.
NYS Entity Status
NYS Filing Date
JUNE 14, 2013
NYS DOS ID#
NYS Entity Type
DOMESTIC NOT-FOR-PROFIT CORPORATION
2013 - CIVIC NEW MARKETS SUPPORT CORPORATION I
AROUND THE WEB
- RPA Helps Honda Tout Innovation, American Kaizen For Civic
Friday Jan 11, 2013
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