Honda and Nissan have each launched new integrated advertising campaigns in the past week to promote new vehicles.
The campaign for the new Honda Pilot 2009, developed with AOR RPA, begins today. The creative all centers around the theme “Ride ready.” The idea was “to connect with consumers on an emotional level through humor,” said Tom Peyton, senior manager, national advertising for American Honda Motor Co. Inc.
The site, http://pilot.honda.com, hosts the online commercials and product information, and encourages consumers to create their own “Readysode” videos. The Pilot will also have a branded page on YouTube and run expanding roadblock ads on AOL and MSN.
Through a partnership with NBC’s Last Comic Standing, “Last comic driving” features comedy vignettes with comedians doing a routine in the Pilot from the passenger’s seat while the host and six other passengers sit in. Viewers will be able to vote for the best routine online.
“We want to reach viewers in a fun way and get them to interact,” said Brett Bender, SVP, account director at RPA.
TBWAChiatDay, Tequila and Nissan North America have also debuted an integrated campaign across TV, print and the Web to promote the Nissan Altima this month. This campaign, which began with two 30-second TV spots on May 1 and a Web site on May 7, focuses on the tag, “Made to drive, built to last.”
When Tequila was trying to position the car, it realized that the vehicles go through about 5,000 tests to make sure it is durable in the real world, including an extreme heat test inside of a large oven.
“You see this with trucks often, but I think it is rare for a sedan,” said Justin Prough, creative director for Tequila.