Honda promotes family time in new campaign

Honda Canada has launched a widespread campaign to promote its line of power equipment for spring with the help of the Thornhill, Ont.-based agency Tag Idea Revolution. Honda embarks on a similar campaign every spring season for its power equipment, including lawnmowers, generators and tillers. However, Honda is putting a great deal of energy into […]

Honda Canada has launched a widespread campaign to promote its line of power equipment for spring with the help of the Thornhill, Ont.-based agency Tag Idea Revolution.

Honda embarks on a similar campaign every spring season for its power equipment, including lawnmowers, generators and tillers. However, Honda is putting a great deal of energy into online advertising for this as well, which consists of fairly straightforward ads emphasizing the starting prices for the equipment, as well as the high quality you’re getting with a Honda.

Honda positions itself as “top of the line” power equipment, said Gabi Armstrong, executive vice-president at Tag. “They’re at a price point where you’re making a choice to not just invest in equipment that will last a couple of years. You’re investing in a long time.”

A nationally distributed flyer will promotes a contest run through a brand website. The prize is a suite of Honda outdoor products.

Touting reliability and dependability as brand attributes, the new campaign proposes consumers will be able to spend more time with families than with their yards this spring. The tagline “It’s quality time” appears on many of the ads, accompanied by photos of happy families spending time outside.

“We’re saying [with this campaign], ‘look, you’re an intelligent consumer, you understand that you get what you pay for, so get a Honda’,” said Armstrong.

While most Canadian consumers associate the Honda name with cars, not everyone’s aware of the brand’s association with power equipment, said Armstrong, so regular spring campaigns increase the awareness of these products on a yearly basis.

There are four 10-second TV spots running nationally until May 27. The marketing program also includes national radio, direct marketing, dealer POS materials and print ads.

Brands Articles

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'

Canadian Olympic Committee signs with Sid Lee

COC signs with new agency of record until 2020 Tokyo Games

Luxury retail must go digital or be forgotten (column)

AJ Dalal says luxury retail ignores the connected shopper at its peril

Carlsberg picks Ogilvy as AOR

The agency wins all of the brewer's brands in Canada, including Kronenbourg and Somersby.

Localize labels talk to consumers about food sourcing

QR codes and a scoring system tell Ottawa shoppers where they're buying from