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

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

What the Heinz-Kraft merger could mean for Canada

Experts say deal will likely lead to layoffs as the two companies find ways to share costs