honda civic hybrid 2008 "building bridges" campaign pitch
DESCRIPTION
Last fall in my Principles of Strategic Communications class, I worked with four classmates in a mini-’agency,’ Pure Communications, to create and pitch a campaign for the 2008 Honda Civic Hybrid. We "pitched" our campaign with this powerpoint presentation to our professors and classmates at the end of the semester. Disclaimer: this SlideShare presentation was created as a student project for the University of Wisconsin School of Journalism. This was used for educational purposes only.TRANSCRIPT
pure communications
Kate Scoptur, Account Director
Amanda McGowan, Research Director
MaryJo Fitzgerald, Creative Director
Allie Gehan, Media DirectorAllison Brost, Public Relations Director
The 2008 Honda Civic Hybrid “Building Bridges” Campaign• Fuel-efficient hybrid vehicle
• Reliable and conventional compact car
• Civic Hybrid as the “bridge”
Problems Facing the Civic Hybrid
• Competitor: The Toyota Prius- 67.4% of hybrid sales January to August 2007- Civic Hybrid: 11.8%
• Growing Hybrid Market- 75 Hybrid models by 2011, compared to 14 models today
• The Civic Hybrid Competitive Advantage- Bridges conventional design and hybrid- Not an “escape pod”
Creative Executions: “Building Bridges”• The Big Idea: “Building Bridges”
• Television advertisements- “Stuck”- “Lock It”
• Print advertisements• Outdoor- Billboard
Television advertisement: “Stuck”
Television advertisement: “Stuck”
Television advertisement: “Stuck”
Television advertisement: “Stuck”
Television advertisement: “Lock It”
Television advertisement: “Lock It”
Television advertisement: “Lock It”
Television advertisement: “Lock It”
Magazine advertisement
Billboard advertisement
Evolution of the “Building Bridges” Campaign
• Long-term and Short-term Objectives
• Primary Target Market: The Thinkers
• Secondary Target Market: Mid-size to Large-size Companies
Placing Our Creative Messages
• Media: Television, Radio, Magazines, Newspapers, Outdoor, and Internet
• Timeline: heavy pulsing from April 2008 to October 2008
• Budget: 95% used, or $76,243,952 of $80
million
Supporting the Creative Messages
• Public Relations Strategy: to craft aggressive hands-on events and sponsorships, focusing on educating and informing the Thinkers
• “Building Bridges” Tour• National Press Conference• Local Press Kits• “Building Bridges” Awards
thank you.
pure communicationsKate Scoptur, Account Director
Amanda McGowan, Research DirectorMaryJo Fitzgerald, Creative
DirectorAllie Gehan, Media Director
Allison Brost, Public Relations Director