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
![Page 1: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/1.jpg)
pure communications
Kate Scoptur, Account Director
Amanda McGowan, Research Director
MaryJo Fitzgerald, Creative Director
Allie Gehan, Media DirectorAllison Brost, Public Relations Director
![Page 2: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/2.jpg)
![Page 3: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/3.jpg)
The 2008 Honda Civic Hybrid “Building Bridges” Campaign• Fuel-efficient hybrid vehicle
• Reliable and conventional compact car
• Civic Hybrid as the “bridge”
![Page 4: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/4.jpg)
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”
![Page 5: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/5.jpg)
Creative Executions: “Building Bridges”• The Big Idea: “Building Bridges”
• Television advertisements- “Stuck”- “Lock It”
• Print advertisements• Outdoor- Billboard
![Page 6: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/6.jpg)
Television advertisement: “Stuck”
![Page 7: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/7.jpg)
Television advertisement: “Stuck”
![Page 8: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/8.jpg)
Television advertisement: “Stuck”
![Page 9: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/9.jpg)
Television advertisement: “Stuck”
![Page 10: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/10.jpg)
Television advertisement: “Lock It”
![Page 11: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/11.jpg)
Television advertisement: “Lock It”
![Page 12: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/12.jpg)
Television advertisement: “Lock It”
![Page 13: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/13.jpg)
Television advertisement: “Lock It”
![Page 14: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/14.jpg)
Magazine advertisement
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Billboard advertisement
![Page 16: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/16.jpg)
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
![Page 17: Honda Civic Hybrid 2008 "Building Bridges" Campaign pitch](https://reader035.vdocuments.site/reader035/viewer/2022081413/546b0b98af795902048b4858/html5/thumbnails/17.jpg)
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
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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
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thank you.
pure communicationsKate Scoptur, Account Director
Amanda McGowan, Research DirectorMaryJo Fitzgerald, Creative
DirectorAllie Gehan, Media Director
Allison Brost, Public Relations Director