Honda targets younger audience for Civic Sport range

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Staff

January 26, 2004

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Honda targets younger audience for Civic Sport range

LONDON - Honda is to launch a campaign aiming the Civic Sport at younger, more image-conscious consumers and is offering free insurance to everyone who purchases a car by the end of March to increase registrations.

A campaign, planned and bought by Starcom Motive, builds on November's TV advertising campaign for the Civic and continues the theme of getting the consumer to re-evaluate things that they take for granted.

Advertising, created by Wieden & Kennedy, will run from Thursday to the end of March in the main news and motoring sections of the national press and key regional titles.

Nilufar Fowler, group account director at Starcom Motive, said: "National and regional press provide the ideal platform for Honda to communicate the tactical free insurance offer to a consumer seeking a mix of practicality and image."

Starcom Motive has been Honda's media agency of record since 2002.

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