Honda Civic Marketing Challenge
Objective
Develop a plan to increase purchase consideration of the 2013 Honda Civic Sedan. Your campaign should generate buzz by creating a viral pass-along that educates Gen Y on the features and benefits of the Civic Sedan. Your campaign should also work to raise target market perception of Honda as an innovative, youthful and fun brand.
Outcomes
70% increase in “Very likely” and “likely” purchase consideration
28% increase in perception of Honda as innovative
29% increase in Honda seen as a fun and youthful brand
18,500 event attendees
$300,000 in added value generated by students
18 million total impressions
