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Past Success

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.

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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

 
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