Honda is calling on consumers to do their own research in a new multichannel campaign called “True Cost to Own a Honda.” The campaign, which was developed for Honda by its agency of record RPA, encourages consumers to compare Honda cars to the competition and calculate the long-term costs of vehicle ownership versus the price tag of a vehicle. The campaign is being pushed through online, TV and radio.
The campaign is running on auto-shopping site Edmunds.com, where consumers are invited to do the math and figure out the value of owning a Honda over a five-year period. The survey asks questions about depreciation, financing, insurance, taxes, fees, fuel consumption, maintenance and repairs to help wage the cost of the car through the owner’s life with it. Consumers are then shown data from Edmunds.com.
Online advertising on other auto shopping sites will complement the campaign with messages adapted from data tests on the “True Cost to Own a Honda” pages. For example, one ad reads, “5-star crash-test rating + Excellent fuel economy [27 mpg] = Low cost of ownership.” All ads will end with the text, “Once you sum it up, it all comes down to Honda.” These online ads will direct consumers to shophonda.com.
