Honda Targets Multicultural, Millennial Audience For Fit

Honda is launching its most multicultural, mobile, socially driven campaign ever for the 2018 Fit.

The campaign focuses on how the vehicle is “Fit for fun.” In order to best reach Millennials, the campaign is completely digitally focused and socially driven. 

Creative focuses on the ‘“fun”  attributes of the Honda Fit including a new sport trim, striking colors and technology including Apple CarPlay and Android Auto. The availability of Honda Sensing safety and driver assistive technologies is also highlighted.

The campaign is specifically geared toward younger car buyers who lead busy lifestyles and are uber-connected, said Susie Rossick, assistant vice president of Honda marketing at American Honda Motor Co., Inc.

“Multicultural buyers continue to grow within the industry, and this is especially true for Honda,” Rossick tells Marketing Daily



The Honda brand has seen an increase of 12 percentage points in multicultural Millennial buyers since 2010, she adds.

“So it’s important that we introduce the 2018 Fit, with its new sport trim and upgraded technology to a Millennial audience that is highly multicultural,” Rossick says. 

As the gateway to the brand, Fit is important in attracting first-time buyers to Honda, she says. Seventy percent of the vehicle’s audience is new to Honda brand, she adds.

“Although the subcompact segment is forecasted to shrink, it is still very important for Honda in attracting a new generation of buyers,” Rossick says. “With this latest campaign, Honda is looking to introduce the Fit to these first-time buyers, while achieving around 30% of sales from multicultural car shoppers, a slight increase from current Fit multicultural sales.”

The campaign features creative from RPA for the general market, “Fun Surprises,” in which the entire commercial set is packed into the back of the Fit. “Secret Life of Fits,” a Hispanic Millennial-focused spot created together with agency Orci, targets consumers who like to strike a balance between living in the moment while planning for tomorrow — and are looking for a vehicle with some personality. The automaker is partnering with Latino digital network, Mitú, in late September. Honda also will debut anew online series merging comedy with traffic, and will feature comedians including Lejuan James, Frankie Quinones, Jenny Lorenzo and Jesus Trejo.

Fituation” is a series of spots that focus on African American Millennials and were created together with Muse. Co-written and directed by Chris Spencer, the ads look to appeal to an African American Millennial audience with a focus on the fun aspects of the vehicle including the new Display Audio system, and highlighting the Fit’s new Sport trim. Instagram comedian Renny will help deliver the brand’s “Fituation” message with a humorous tone. Renny helps communicate the idea that with the Honda Fit, any ordinary situation can be turned into a “Fituation.”

In the brand’s 15-second ad on Hulu, buttons from the Hulu video player are packed into the back of the Fit. On Snapchat and Instagram Stories, emojis and other native elements, like finger-drawn type, get packed into the back. Also on Snapchat, Honda will be the first automaker to capitalize on the platform’s Dynamic Filter Component to geo-target returning college students with Fit-themed graphics launching in September.

Honda will partner with UPROXX to produce five episodes of the hit web series “Hang Time,” a take on the celebrity interview with both guest and interviewer hanging from goal posts. The Fit will be featured throughout the episodes.

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