The “True Cost to Own a Honda” Option
Monday, April 6th, 2009
When it comes to buying a car, no other company gives you the freedom to choose other than Honda Motors. And while they have proven to be a preferred and reliable brand, the deal can only get sweeter as Honda embarks on a program aimed to ensure that customers only get the best option for their vehicular needs.
To provide consumers the necessary information to make the smartest decision when purchasing a vehicle, Honda is teaming up with Edmunds.com, the No. 1 auto-shopping site on the Web, to deliver “True Cost to Own a Honda” data to consumers. The multiplatform campaign strategy developed by RPA, Honda’s longstanding agency of record, encourages consumers to compare Honda models to the most cross-shopped competition while calculating the long-term costs of vehicle ownership versus the price tag of a vehicle. The campaign features TV, online and radio.
“The voice of this campaign is honest and approachable. The goal is to get the attention of auto shoppers while differentiating the communication from competitors promoting a strong discount message,” said Gregory J. Smith, SVP, account director at RPA. “The TV ads include a clear call-to-action for consumers to check out the ‘True Cost to Own a Honda’ comparisons at Edmunds.com and are then tagged with compelling incentives.”
(Source) Press
Tags: auto shoppers, auto shopping, campaign strategy, consumers, freedom, Honda, honda models, honda motors, price tag