Honda has launched a new multi-platform campaign targeting the 18-35 market for its 2013 Civic model starring America's Got Talent host Nick Cannon
Entitled ‘Best Yourself’, the campaign comprises both digital and television. A two-minute long ad is currently showing on the brand’s YouTube channel, while a 60-second version will first air during an episode of the talent show on 11 August.
Both videos aim to showcase individuals working towards their personal goals and have been interspersed with footage of Cannon driving the redesigned 2013 Honda Civic.
"We believe that things can always be better and this sentiment can be seen in the numerous improvements we made to the 2013 Civic," said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co. "The emotionally compelling and multi-layered 'Best Yourself' campaign is built on this foundation of continuous improvement by celebrating individual's achievements towards personal greatness. We look forward to seeing how consumers exemplify this through the #BestYourself social community."
The campaign's message is incorporated across digital platforms and initiatives that include a 'Best Yourself' social campaign that encourages audiences to share their goals using the hashtag #BestYourself on Honda’s Facebook, Twitter and Instagram pages.
Media partners for the campaign include AOL/Huffington Post, Complex Media Network and Ballislife.com with video distribution through YouTube and Visible Measures.