DILEMMA:
In 2003 Honda, in the UK market, was having trouble selling cars. Resources said that people perceive that Honda cars were reliable but boring and had no cool factor. Honda management and marketing people realized that if they didn’t appeal to a younger audience then their sales weren’t going to increase. In response to dilemma faced their lack of sales Honda people created the “cog” commercial, which featured various internal parts of the new Honda Accord working together in Machine, to appeal to a younger audience and help raise their sales.
STRATEGY:
As advertising strategy is the creation of a message that communicates to the target market and provides the benefits that product or service have. “Honda Accord – Cog” add of the Honda is unique in nature which focus on the concept that Accord is precision built machine that works in perfect synchronization. More over even the lines in the commercial, which is in fact the only dialog used in the commercial that says “isn’t it great when things just work?” This is meant to make audience focus on exactly what they are saying and attract it. Advertising involves the interaction of complex mix of factors to create maximum impact in the minds of target customers.
Target Market: Understanding the target market is a key requisite of advertisement strategy. First add strategy is to hit those users who fall in the category of target audience. Advertisement is done with the two folded object first to hit the target market including user of brand likewise reminders and by describing benefits regarding brand and second is to attract potential customers of brands. All adds of car brands focus at younger age group that they use car but cars usually fulfil basic need of transport which meant that car is not necessarily for younger age groups. Most ads aims young adults and young adults are usually more associated with driving coupes, convertibles, sports cars, etc. In Honda commercial the advertisement is with a station wagon which is usually more associated with families. So target audience aiming at younger families that are just starting and are investing in their first family vehicle.
Need Satisfied (Differentiation And Positioning): But the era of marketing all about is perception. Honda Corporation has strong perception in the mind of consumers for years, as most reliable car brands. In fact the only dialog used in the commercial that says “isn’t it great when things just work?” This is meant to make audience focus on exactly what they are saying and attract it. Position signifies in add as “cog” means “cog is the tooth on the rim of gear wheel, and it bears a physical connection to automobile mechanics in the efficient working of rack and pinion steering and the effective transmission of power from the engine to the wheels. They want to position the car brand as for families who are newly married or interested to have new car wagon for the family. Differentiation lies in add by using a sequence of Accord parts I the add showing as series of value chain in which each part plays it s role for the facilitating the car function. Add differentiation lies by promoting Honda few car brand as family wagon car for youth as well as secondary target audience Each part showing unique role in car so want to show that each department of corporation play its part in the car development to make it successful.
Objective: AIDA Model And Reminder: Objective of Vodafone “Honda Accord” add is to bring alive the Honda sale by targeting new customer segment. Add act on the “think-feel-do“response principle in which audience are provided with information with the element of functionality. Honda accord use soft ball approaches to pursue and show at the same the brand image. AIDA (Attention, Interest, Desire and Action) model shows the add effectiveness how it catches the viewer interest to stick to TV while it plays. Honda accord adds following points which make it more effective. • Attention: Attention points in add are movement of car parts in sequence, with their collision sound. • Interest: working of each part after collision of small part like sound system and wind screen wiper etc • Desire: Quality of parts and its function make desire to have that car • Action: buying the car with the all the exotic feature and functionality.
CREATIVE IDEA:
Marketing is nothing but effectively communicating (spreading) your ideas to target customers others and advertising is just one of the ways of doing it. Create attention The creative attention behind the Honda advert in which everyday objects of car such as string, soap, balloons and mattresses fuelled by fire, gas, and gravity move in a domino like chain reaction. Most attention point in add is blending of collision sound with the parts and sequence of parts works. One of the more surprising things about the ad is that there were no animated tricks used in its production. All production is done in real time with 605 shots and sequence where the tires roll up a slope looks particularly impressive but is very simple. Add uses sets off 84 other pieces of equipment Creates interests: Creation of interest plays its part so that users stick to add and make it recall through reference groups. Honda shows emotions of trading in its ad and idea clicks and works well especially. One of the most striking reasons for this under-performance was their recessive image. The sequence of ads from transmission bearing rolling to ignition key was awesome. More interesting point in the add was the battery is pushed into a cylinder block wired up to an engine fan and also the vibrations from the car speakers shake a coil spring just enough to set it rolling off a rear tailgate glass panel, and onto a brake pedal. Add consists of series of mechanical devices setting each other off in sequence, with great subtlety, variety, and inventiveness this attracts the audience image. Create differentiation: The car market is too cluttered and too complicated for people to consider many car brands. Differentiation works here in this scenario of car market. One of the most striking reasons this model for Honda was its under-performance and recessive image. Add focused to change the image of car model as brand not just extolling the virtues of the cars but also by features and old image of reliability. Adds main creation purpose is to recall customer Honda’s Power of “Dreams’ philosophy”. Use of powerful word, “cog” evokes work “efficient and effective work. The word cog works, behind the scenes, as an effective element of the branding of companies as different as Contract Office Group and Happy Cog Studios. The incredible line used at end was “Isn’t it nice when names just work?” wins the image of add. The motivation behind such work is that to reflect not just the cars themselves, but the company’s entire philosophy.
CREATIVE EXECUTION: An idea is only as good as its execution. Add is good combination of creative idea background music, situations and indoor photography and awesome working of car parts. Few creative points that first music that plays on background is not noisy not slower but and separate tone of Tin…. Tin….Creative execution is sectional for creative idea. Over all design of the studio like the plain white walls of a huge warehouse, the commercial begins with a tiny cog rolling slowly along the ground and setting off an elaborate chain reaction that culminates in the production of a gleaming Honda Accord. One by one, the bits of rubber, plastic and metal that make up the car collide with each other .The ad ends with a brand new Honda Accord rolling off a steel seesaw. And the use of awesome line in the ends explains the whole idea. The add slogan executions and times was great. It aired first in the UK, then spread on to other countries around the world, however it never made it to the US, this execution strategy also play a role in making add successful.
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