pure communications

Kate Scoptur, Account Director

Amanda McGowan, Research Director

MaryJo Fitzgerald, Creative Director

Allie Gehan, Media DirectorAllison Brost, Public Relations Director

The 2008 Honda Civic Hybrid “Building Bridges” Campaign• Fuel-efficient hybrid vehicle

• Reliable and conventional compact car

• Civic Hybrid as the “bridge”

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”

Creative Executions: “Building Bridges”• The Big Idea: “Building Bridges”

• Television advertisements- “Stuck”- “Lock It”

• Print advertisements• Outdoor- Billboard

Television advertisement: “Stuck”

Television advertisement: “Stuck”

Television advertisement: “Stuck”

Television advertisement: “Stuck”

Television advertisement: “Lock It”

Television advertisement: “Lock It”

Television advertisement: “Lock It”

Television advertisement: “Lock It”

Magazine advertisement

Billboard advertisement

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

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

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

thank you.

pure communicationsKate Scoptur, Account Director

Amanda McGowan, Research DirectorMaryJo Fitzgerald, Creative

DirectorAllie Gehan, Media Director

Allison Brost, Public Relations Director