To provide consumers the necessary information to make the smartest decision when purchasing a vehicle, Honda is teaming up with Edmunds.com to deliver “True Cost to Own a Honda” data to consumers. The multiplatform effort, via RPA, 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 spot radio buy is running in Honda’s top 48 markets the weeks of 4/13 and 4/20. The programming is an eclectic group of stations that make up the top programs in each market, RPA’s Britt McColl tells RBR.
Spots began to air on April 6 on broadcast, cable and spot TV in top prime-time programs, including Dancing with the Stars, Ugly Betty, Brothers and Sisters, CSI, Amazing Race, 24, The Biggest Loser, Heroes and The Office.
Online advertising on other top auto shopping sites will complement the TV campaign with messages adapted from data available on the “True Cost to Own a Honda” pages. For example, one CR-V ad reads, “5-star crash-test rating + Excellent fuel economy [27 mpg] = Low cost of ownership.” All ads end consistently with “Once you sum it up, it all comes down to Honda.” These online ads will direct consumers to shophonda.com.