Integrated Honda campaign tells fans to get busy living

Share this content:
Honda promotes its 2012 CR-V with engaging Web content, TV spots and a video spoof
Honda promotes its 2012 CR-V with engaging Web content, TV spots and a video spoof

The Offer: To promote its new 2012 compact CR-V, Honda and agency of record Rubin Postaer and Associates (RPA) put a spin on the traditional concept of bucket lists by asking consumers to create personal checklists of, as RPA put it, “everything you want to do before everything you have to do.” After completing their lists, visitors were encouraged to enter a contest to win a new CR-V and a year's supply of gas to help them fulfill their goals. Runner-ups received $1,000 gift cards.

The Data: The campaign, targeted at 20- and 30-somethings, launched in conjunction with several TV commercials, one of which premiered during the Super Bowl. In the lead-up to the big game, the dedicated leap lists site ( garnered more than 130,000 “likes” on Facebook. Roughly 5,000 visitors entered the contest.

The Channel: Visitors were encouraged to sign up for email alerts about the CR-V and Honda brand and to share their lists and videos on Facebook. TV and theater spots, print ads, billboards and building wraps rounded out the campaign.

The Creative: Matthew Broderick reprised his classic 80s slacker role in a “Ferris Bueller's Day Off” Super Bowl spoof in which he pretends to be sick so he can have a day of fun instead of going to work on a movie set.

The Verdict:

Sarah Van Heirseele is VP of digital at Blue Chip Marketing Worldwide. She has previously done work for Procter & Gamble and BJ's Wholesale Club, among others. Prior to joining Blue Chip, Van Heirseele taught advertising creative strategy at the University of Illinois in Urbana-Champaign. Read our Q&A with Sarah for more.

This campaign is absolutely fantastic. It is one of the first auto campaigns I've seen that personalizes the car by focusing on important phases in drivers' lives. Between the ads featuring adults about to make big changes in their lives and the nostalgic “Ferris Bueller” spot with Matthew Broderick, Honda is doing unbelievable things to engage its target market.


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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