Honda bucks mood with a warm, 'Happy' campaign

Share this content:

Despite trouble in the auto industry, car maker Honda is running its annual “Happy Honda days” campaign to pro­mote holiday car sales.

The integrated campaign, which includes TV, search, radio, banner and an online game, began on November 24 and runs through the end of the year. The campaign was created with Honda's agency of record, RPA, and aims to con­nect to consumers on an emotional level with holiday-related creative. One TV ad features a father and son using their Honda to go to a shelter to feed the home­less, while another stars a couple on a road trip to see family. Banner ads also are running on auto shopping Web sites.

“We just wanted a warmer message that connected the brand emotionally with consumers,” said Greg Smith, SVP and account director at RPA. “These are uncertain times, and we wanted to focus on the core values of the brand.”

The online component of the campaign, at, lets visitors play an instant win game, with prizes including $100 Visa gift cards. For every registrant, Honda will donate $1 to a charity that is aligned with Honda, such as Little League Baseball/Urban Initiative or Pediatric Brain Tumor Foundation.

After a user completes a game, they are offered a Tell-A-Friend option or a Locate-A-Dealer and Request-A-Quote function. This all ties into the TV commercial.

“The call to action at the end of the commercial is to visit to find out more about financing and lease programs,” Smith said. “People who visit the site tend to be further down the purchase funnel, as they are actually researching the products.”

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above