Honda Civic Coupe USC Presentation

Table of Contents

Agency Overview

Campaign Strategy

Pre-Campaign Research

The Message

Traditional IMC

Non-Traditional IMC

Event Execution

Post-Campaign Research

Q&A

10 + One Ten

10 + One Ten is a student run advertising agency formed for the Practicum in Advertising Promotion and Design class.

Our agency name represents the junction of two major Los Angeles freeways that symbolizes the cross section of our geographic location with the foundation of our intellectual creativity.

Agency Values: Fun Fresh Innovative Respectful Transparent

CAMPAIGN STRATEGY

10 + One Ten Goals Increase Honda Civic Coupe’s purchase consideration by 10

percent

Explore innovative IMC methods while remaining

consistent with Honda’s goal to raise Gen Y’s perception of

Honda as a cutting edge, cool brand

Execute an event in line with the message of our campaign that creates 200 Civic Coupe

interactions

Successfully understand and identify target market,

purchasing decision process, and brand perceptions.

10 + One Ten Objectives Consumer Insights: Pre-Campaign Complete 600 surveys Conduct 4 focus groups

Post-Campaign Complete 400 surveys Conduct 1 focus group

Creative: All visual components of

campaign 3 Print Advertisements 2 viral video

Traditional IMC: Create Press Kit Published in at least 2 USC

media outlets

Non-Traditional IMC: Facebook Twitter Instagram Interactive Website Viral Pass-along

Event: 150 opt-in cards 200 Gen Y interactions with the

Honda Civic Coupe

PRE-CAMPAIGN CONSUMER INSIGHTS

Research Objectives

Increase target market purchase consideration of Honda Civic Coupe

Increase target market awareness of the Honda Civic brand

Increase target market perception of Honda as a cutting-edge, cool brand

Research Methods

• Secondary research (conducted by all other departments) • Pre-campaign survey (626 responses) • Pre-campaign exploratory focus groups (11 participants) • Creative concept testing focus groups (19 participants)

Pre-Campaign Research

• Pre-event surveys (267 responses) • Post-event surveys (176 responses) • Post-event interviews (21 participants) • Post-campaign survey (541 responses) • Informal campaign feedback

Pre/Post Research

Target Market Profile

• USC students • 18-25 years old • All ethnicities • U.S. citizens

Demographics

• Embrace change and spontaneity • Goal-oriented • Grew up privileged and multi-dimensional • Involved, busy, and constantly on the go

Psychographics

Exploratory Focus Groups

Participants wanted to know more about the features Were more excited

about the car once they learned about its features

Someone in each group mentioned that Honda is the “vanilla” of car brands

Physical Appearance Looks

• “Commands attention” • “Distinct look”

Design • “Sleek”

Variety of colors

Technological Features Center screen Ease of use Push start button “Adaptive technology”

Attribute Performance

Based on survey results

Honda rated highest on reliability, safety, and reputation.

Cool/Cutting Edge Performance

Based on survey results

THE MESSAGE

Uses humor to engage the viewer

Fun, retro and

distinctive

A twist on real world situations

Encourages the viewer to imagine Civic

ownership

What does it mean?

Viral Video

Creative Goals

5 print advertisements

2 minute viral video

Successful development of all other departments’

creative needs

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TRADITIONAL MEDIA

Traditional Objectives

Create an IMC campaign integrating a philanthropic effort to engage our agency, target market and Honda in making a positive impact on the community

Utilize public relations tactics and media kit to gain publicity among on- and off-campus outlets

Utilize traditional media to gain the attention of our target consumer

Traditional and PR Goals

100,000 impressions

3 articles by on- and off-campus media outlets

2 radio mentions on USC related

stations

PUBLIC RELATIONS

PR Hook

The CIVICized World is not only a place with high-tech, eco-friendly cars, but a cool and hip place where people

give back and make an impact on the community.

“The CIVICized World” is not just an ad campaign, but an effort to give back.

Philanthropic Efforts

We integrated a philanthropic theme throughout our campaign and worked with outreach events and student volunteer groups. This is not only consistent with Honda’s mission, but it will also help us gain PR leverage by making our story more relevant to students, Gen Y and people of the community.

Philanthropic Efforts

Successfully raised $485 dollars to be

donated to charity

Philanthropy Events

Derby Days Concert 1400 students in attendance CIVICized World entry

wristbands, banner ads and Coupon Coupe integration into the concert

Impressions: 1400

Derby Days

Philanthropy Events

Marshall Community Service Day Beach cleanup to help Heal the

Bay CIVICized World team Impressions: 25

Media Kit

Contents: Formal invitation Press releases 1 & 2 Print advertisements SComedy coasters

Press Releases

3 press releases 1. Partnership and competition with Honda and EdVenture Partners 2. Philanthropy events and information on Springfest event 3. Review of CIVICized World event at Springfest

Media outlets contacted On-Campus: Daily Trojan, Neon Tommy, Annenberg TV News, Impact,

Trojan Vision, Arts and Events Calendar Off-Campus: Ad Age, KTLA, Los Angeles Times, LAist, Ad Rants, Ad Pulp,

Advertising Week, etc.

Press Mentions: USC Marshall Website

The CIVICized World campaign and our agency will be featured on the USC Marshall School of Business website

Published in May Feature “Coupe Couple”

creative Previous MKT 406 campaigns SAA competition results

Impressions: 5,000

TRADITIONAL MEDIA ADVERTISING

Bench Banner Bench banner on Trousdale, the main campus road Impressions: 42,000

Flyers and Posters Flyers & print ads distributed in USC dorms, food venues, athletic centers,

academic buildings, libraries Impressions: 9,125

Flyers and Posters

Electronic Kiosk & Signage

Kiosk on Trousdale, the busiest traffic spot at USC • Impressions: 28,000

Electronic signage at Ronald Tutor Center, the main campus center for studying and eating • Impressions: 22,400

Radio Advertising

KXSC radio mentions promoting the event Impressions: 200

RESULTS

Press Mentions

Traditional Advertising

TOTAL IMPRESSIONS: 108,150

108,150

NON-TRADITIONAL

OBJECTIVES Create an effective, cost-efficient media mix to reach our target market

Push students to the event website and Facebook page

Generate buzz around the brand and provide information about the product using a viral pass-along

Inspire curiosity about the event and encourage attendance

Track each tactic to measure effectiveness

Goals Website with 1,000 unique visitors

Facebook page with 300 “likes”

Twitter page with 50 unique followers

Viral video with 250 views

Spotify playlist with 40 subscribers

Announcements in 20 classrooms and 10 student organizations

Guerilla marketing executions generating 1,000 impressions each

Website

www.civicizedworld.com Civics Flicks Pics Tunes Facebook Twitter YouTube Instagram Spotify

Goal: 1,000 impressions

Results: 1,100 Impressions

Viral Video

Mockumentary-style viral video

Was placed on YouTube channel, civicizedworld.com, Pinterest, and the Facebook page

Results Goal: 250 Over 1,222 total views 649 views on YouTube 48 views on Facebook 275 views during classroom

announcements Over 250 views during

SComedy

This image cannot currently be displayed.

Facebook

Tabs had information about the event, pictures, campaign materials, and the viral video

Students were invited to RSVP to the event at Springfest 229 confirmed attendees

Results 309 “likes” 43,752 impressions 2,498 unique views 913 unique people

talked about the page

Twitter @CIVICizedWorld

Tweets provided daily humorous content that referenced the Honda Civic Coupe’s features

Results 55 followers 1217 impressions

Pinterest

“Honda Civic Coupe” 3 boards with 29 pins

Featured our traditional ads, video, and pictures from events

Results 14 followers

Spotify

Our target is extremely interested in music and often attends music festivals such as Derby Days and Springfest

The “CIVICized Sound” playlist contained popular songs from those events

The playlist was free and was featured on the website, Twitter, and Facebook

Results 27 followers

GUERILLA TACTICS

Coupon Coupe

USC Derby Days – March 31, 2012

Redeemable coupons for a USB flash drive or 21 Choices gift certificate

Goal: 1,000 impressions

Results: 1,400 impressions

Coupon Coupe

Honda Civicized World and Springfest – April 7, 2012

Located in McCarthy Quad, where there is high foot traffic on campus

Provided an additional 200 impressions

Created an incentive for students to participate in the event

Total impressions: 1,600

Trojan Chariots USC Campus April 2–7, 2012

Visible hours: 10am–10pm

Partnership with innovative student-run company, which helps with brand association

Total impressions: 7,000

Word of Mouth Classroom announcements Reached 28 classrooms and 14 organizations

(philanthropic groups, sports teams, and Greek houses among others)

Approximately 1,465 total students

Coasters Tommy’s Place (April 2–April 5) University Gateway Ground Zero Approximately 1,000 impressions

Digital Media Tactics

Non-Traditional Media Tactics

EVENT TACTICS

Teaser Event

SComedy is an on-campus comedy show that brings together student and professional comedians

Check-in station: “like” our CIVICized World Facebook page

Live tweet at #SComedyCIVICizedWorld

Teaser Event

Flyers and custom coasters were placed on tables

Event banner was hung on the stage

Viral video was shown before the show started

250 people in attendance

Main Event Goals

200 car interactions

150 opt-in cards

Increase opinion and consideration for the Honda Civic Coupe

Goals achieved through activity stations Cash Coupe Photobooth Tetris Trunk Pin the Civic Coupe on the US

Event Overview USC’s Springfest is an on-campus music

festival that brings together student and professional musicians Exposure to 15,000+ students, faculty

and visitors Banner is displayed on the stage,

bringing exposure to 6,000+ attending Company name and logo on 5,000+

flyers

Event Execution

Check-In Station Participants fill out opt-in cards Receive wristband to enter the event

Event Execution

CIVICized Cash Coupe In-car scavenger hunt/trivia game 15 questions to increase knowledge about the

technology and features of the Honda Civic Coupe

Event Execution

CIVICized Cash Coupe Participants could receive high-ticket items as

prizes for answering all 15 questions correctly

Event Execution Picture Yourself in a CIVICized World Green-screen photobooth Participants could take funny photos with various

costume props

Event Execution

Picture Yourself in a CIVICized World Pictures were then uploaded to our CIVICized

World Facebook Page and individuals were tagged/tagged themselves in each photo

Event Execution

Tetris Trunk – Trojan Tailgate for Four Highlights the space of the 60/40 split Timed game

Event Execution

Tetris Trunk – Trojan Tailgate for Four Participants could receive high-ticket items as

prizes for having the fastest time within each hour

Event Execution

Pin the Civic Coupe on the US Fun way to visually demonstrate the amazing MPG Participants were asked where they would want to take their

Coupe, spun around, placed the Coupe on the map…

Event Execution

Pin the Civic Coupe on the US Participants were then asked how many tanks of gas they

thought it would take to get there, and given the real answer

Event Video

POST-EVENT CONSUMER INSIGHTS

Pre/Post Event Comparison

Purchase Consideration Change

Post-Event Interviews

21 video interviews

Participants were highly impressed by the gas mileage

Felt that the event allowed them to interact with the car in a fun and engaging way

Thought more positively about Honda upon leaving the event!

POST-CAMPAIGN CONSUMER

INSIGHTS

Survey Respondents

Psychographics: 70% are looking to spend

$25,000 or less on a car 79% prefer 4-door to coupes Friends/family and internet are

top purchase decision influences

Demographics: USC students All between ages of 18 and 25 44% male, 56% female

Based on survey results

Future Purchase Intent

Based on survey results

Future Purchase Intention

Based on survey results

Attributes

Based on survey results

Out of all the attributes we tested, Honda tested lowest for coolness, but very high on traits that indicate a good value, such as safety and reliability

Goals and Results

Recommendations

Honda should focus on their strengths Reliability Safety Reputation Coolness was not a purchase driving factor

Campaign should be longer

BUDGET

Budget Breakdown

Department Expenses

Proposed Budget

Cost vs. Value Added

Final Metrics Amount

Initial investment $3,000

Added value $19,368.72

Total value $22,368.72

Return on investment 6.45

ROI 645%

RECOMMENDATIONS

Recommendations for Honda

Short-Term

Focus campaigns on the features Eco Assist, Satellite Linked Navigation System, iPod

Connectivity, Bluetooth HandsFreeLink Technology

Allow for less guideline restrictions on viral component Creates a more organic feel

Long-Term

Remodel the Honda Civic Coupe outside traditional frame Differentiate the Civic Coupe from predecessor