Honda Gets Facebook Right
Another reliability ad with the new Civic
And more user-generated pictures and comments
More reliability-related advertising. And, notice again, the awful photography, ancient model
And real people responses showing ancient Hondas on the road.
Some conclusions
Spoiler alert! No Five Easy Pieces from this article. However, I have been thinking a lot about this Honda campaign, what makes it great and if the real question: any lessons or is this a one-off. This is my take:
- While it is very openly commercial, it really mimics any other content you would see on your timeline it adapts itself to the medium very well.
- It invites natural conversations and shares. It is probably easier to do with a car than with, say, a soft drink but there is a certain naivete to it, almost like the company saying gee! Look at this nifty thing, how about you?
- No hard or feature selling. The ads assume that you already know Hondas reputation and play off that knowledge very well.
- Interesting and varied. Some of you might react positively to Michael Bolton (personally, I have some kind of vague recollection of who he is but am not sure), or to the vets, or to the racing, or to having a car last 200,000 miles. But the variety assures that, at some point, the photo will be interesting enough for you to notice.
Some other articles by Marcelo:
Creative Strategy and Ratios: Holy Trinity?
Hispanic Business Spectrum of Food Companies- Part 2
Hispanic Businesses and the Food Industry- Part 1
4 Steps To Pump Up Your Marketing Muscle
Is Social Media Good For Business?
