HONDA: Source: http://marketing-case-studies.blogspot.in/ Honda spent $300,000 to sponsor the Academy Awards, becoming the first foreign corporate sponsor in the event’s history. The 1981 campaign to promote Honda’s model the City, for one, was omnipresent in Japan, incorporating large-scale TV, radio, and print advertising. There was even a variety of City novelty goods for sale and a specialty magazine called City Press. Meanwhile, in the United Kingdom, Honda automobile production had yet to begin. Honda cars had been available there as imports, but not enough units were ordered to establish a presence. Further, the prices of imported cars could not compete with that of vehicles manufactured within the country. Thus, at the time, any sales push in the area focused on Honda motorbikes. In 1992, when Honda automobile production began in the United Kingdom, the shift toward promoting Honda automobiles there began, albeit slowly. But the potential market for the new manufacturing plant was huge: located in Swindon, England, it was responsible for producing vehicles well beyond the United Kingdom, including mainland Europe, the Middle East, and Africa. As such, Honda felt the need to begin a major campaign within the United Kingdom. Eventually it happened. ‘‘The Power of Dreams’’ replaced the 1999 global tagline ‘‘Do You Have a Honda?’’ This earlier campaign employed print, radio, and television, and portrayed the dreams of Honda’s founder, Soichiro Honda, who envisioned providing the world with all the possible means of travel. Soichiro Honda himself had repaired and created bicycles and motorcycles as well as both road cars and racing vehicles. The ‘‘Do You Have a Honda?’’ ads thus incorporated images of all of these means of transportation as well as more creative means, including a hot-air balloon and a cable car. Although the ‘‘Do You Have a Honda?’’ ads spread worldwide, the United Kingdom was barely affected by the campaign. From 1998 to 1999 Honda automobile sales in Europe dropped from 240,000 to 235,000. The decline continued through 2002. In the United Kingdom, Honda auto sales began to drop in 2000. In 2002 ‘‘Do You Have a Honda?’’ was replaced with the campaign ‘‘The Power ofDreams.’’ Although the tagline was part of a larger global focus, the campaign, under the leadership of ad agency Wieden+Kennedy in London, centered on promotional efforts within the United Kingdom. using television, direct mail, radio, posters, press, interactive television, cinema, magazines, motor shows, press launches, dealerships, postcards, beermats (coasters), and even traffic cones. It built upon Honda’s company slogan, ‘‘Yume No Chikara,’’ which was first endorsed in the 1940s by the company’s founder, Soichiro Honda. Translated into English, it meant to ‘‘see’’ one’s dreams During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese motorcycle market and began exporting to the U.S. Working with the advertising agency Grey Advertising, Honda created an innovative marketing campaign, using the slogan "You meet the nicest people on a Honda." In contrast to the prevailing negative stereotypes of motorcyclists in America as tough, antisocial rebels, this campaign suggested that Honda motorcycles were made for the everyman. The campaign was hugely successful; the ads ran for three years, and by the end of 1963 alone, Honda had sold 90,000 As part of its marketing campaign, Honda is an official partner and sponsor of the National Hockey League, the Anaheim Ducks of the NHL, and the arena named after it: Honda Center. Honda also sponsors The Honda Classic golf tournament and is a sponsor of Major League Soccer. The "Honda Player of the Year" award is presented in United States soccer. The "Honda Sports Award" is given to the best female athlete in each of twelve college sports in the United The Accord "Cogs" http://www.seopher.States. the sheer scope of what they accomplished ensured that people were forwarding this advert to each other across the entire Internet.org/wiki/Honda Honda . as "Collegiate Woman Athlete of the Year.com/doc/3355071/hyundai .com/articles/the_10_best_viral_marketing_campaign_videos I consider Honda's marketing team to be amongst the best in the world because they frequently deliver rememberable. HYUNDAI: http://www. One of the twelve Honda Sports Award winners is chosen to receive the Honda-Broderick Cup.wikipedia.scribd. instantly recognisable advertising. It was shown on TV's worldwide and implied that if Honda could go into this much detail with their advertising. the car must be exceptionally well made. it didn't need to be subtle in it's intentions. This advert that they created for the new Honda Accord became iconic." motorcycles #http://en. which focusses on the digital medium. 2011 Section: News Category: Advertising Share The communication idea. Hyundai's creative partner. In a bid to promote its latest small car Eon.Hyundai Eon: India on line By Nandana Das. Hyundai carried out a slew of marketing initiatives. designed and executed the initiatives. electronic and out of home (OOH) advertising. Eon is targeted at young professionals and executives in the age group of 24-25 years. October 17. The heavy emphasis on the digital medium is in line with the media habits of the young target audience. as well. was built around establishing the Eon as the befitting car for emerging India. with particular stress on the digital front to create a buzz before the launch. Hyundai attempted to tap the growing penetration of the broadband and mobile internet market. hailing from urban India. afaqs!. from the metros and upcountry. Digital was combined with various above the line (ATL) communication such as print. Innocean Worldwide. as well as some rigorous below the line (BTL) activities. . where the youth call the shots. New Delhi. Saurabh Dasgupta. but in entry level segments as well. the importance of style as a determining factor has increased significantly.Talking about the brief for the activities. Innocean Worldwide. "The creative idea centred upon Eon as a 'life changer' for the target audience in a compelling manner. joint managing director. The style ." Hence. "We were asked to use a rather contemporary approach to reach out to consumers from the launch build-up phase itself. says. "Research conducted by us for the brand over the last three years has consistently provided us with cues which indicate that other than mileage and space. where the youth have the decision-making power. Vivek Srivastava. Innocean Worldwide." He adds. executive creative director. the communication idea was built around establishing Eon as a befitting car for emerging India. not just in higher segment cars. says. Registered members discuss about their Volkswagen vehicles and share their knowledge. in various malls across the country.000 likes in less than a week. first-time car buyers as the Indian economy leaps ahead with a GDP growth averaging around 8. They help each . space and safety in a catchy manner. The responses from the teaser phase were constantly monitored by the agency. The initial duration of the commercials was 60 and 40 seconds. On the television front. print innovations were carried out in various national and regional dailies. with specific emphasis on innovative sizes. and the aim was to give Indians their new 'drive'.quotient of Eon was pumped to competitive superiority. Hyundai's Eon considers Maruti Suzuki's Alto and General Motors' Spark as its primary competitors.5 lakh unique visitors. "A full throttle presence on Facebook.5 per cent.eonindiaon. http://www. the campaign was run on many GEC channels. the Facebook page of Eon already has more than 50. and the microsite. mileage." While advertising Eon. and eventually culminated in a launch communication on October 13. Twitter.afaqs. Innocean Worldwide. www. media and digital services.com/news/story/31928_Hyundai-Eon:-India-on-line VOLKSWAGON: A group of Volkswagen car enthusiasts started a fan club for Volkswagen vehicle owners and fans and created Volkswagen Fans Club Community Website on 24th March. All activities started simultaneously with the ATL campaigns on October 14. In addition to this. Eon Experience Theatres were set up to bring alive the car's winning aspects like style. As claimed by the agency. the agency showcased the idea that this car meets the aspirations of youthful India and played around with the brand's tagline 'India On'." says B Sridhar. Hyundai leapfrogged various digital possibilities to engage with the prospects rather intently as the car is intended towards youth who are well-versed with the digital medium.com. The activation and engagement strategy for the brand looked towards creating some marquee setups in high footfall areas across the top 40 compact car markets. has already clocked 2. YouTube and a dedicated microsite were abetted by keyword search marketing and banner displays. 2012. director. The pre-launch activity started with a teaser campaign from October 1. The microsite offered the visitor an opportunity to have a personal car unveiling. The car segment is seeing a renewed thrust by Hyundai Motors India (HMIL) to gain greater volumes of the young. 3) Web Promotion : Volkswagen uses web technology like Podcasting to promote it’s brand via internet. for e. join hands with Universal Studio.com/2007/04/25/volkswagen-car-promotion/ . To promote VW brand through movie VW. 2) Media Promotion : Volkswagen launched media program called “Blues” to complement and communicate VW’s brand essence.other in solving issues and guide those people who are seeking to purchase new Volkswagen vehicle. Volkswagen Brazil offered suborbital space flight. I’ve attached a PPT on Volkswagen Car Promotion which talks more about its promtion techniques: 1) Customer Offer 2) Media Promotion 3) Web Promotion 1) Customer Offer : Volkswagen many times use a music concept to market it’s car. Also it uses anytime anywhere marketing campaign with MSN network. iPod and some kind of musical programs (covered in Media Promotion). Volkswagen is well known for different kinds of promotion techniques its uses for promoting its cars.g. Free electric guitar. Lately. This promotion was a huge success. Volkswagen also provides different schemes for graduate college students. over 2 million people attended different concerts under this promotion program. http://themarketingblog.wordpress.