Campaign details

Brand: Northern California Honda Dealers
Lead Agency: Baker Street Advertising

Strategy

Objective

Northern California Honda Dealers' objective was to drive visits and increase auto sales in the highly competitive San Francisco market, and to specifically reach Hispanic consumers. The key performance area measured was visitation rates to Honda NorCal's dealerships, and this were measured through an 11-week mobile attribution study.

Target Audience

Hispanic A25 – 54 Auto-Intenders in San Francisco

Creative Strategy

Honda NorCal's creative was family-oriented, in Spanish, and promoted specific Honda models via price point and/or imagery.

The OOH and mobile art were always the same, but designs changed per flight based on the model that was being promoted. When there wasn't a sales promotion to feature, a general branding message was used. Typically the models being promoted through price point, or family-oriented imagery were: Accord, CR-V, and Odyssey, and were selected based on need to drive sales. The Civic usually does quite well, so that model did not need to be promoted. OOH and Mobile packed a one-two punch to reach this active, family-driven, on-the-go consumer.

  • OOH creative tagline: Siempre Contigo
  • Mobile creative tagline: Siempre Contigo
  • Key Art: Varied per flight
Context