The all-new 2013 Honda Accord has been launched in September 19, 2012 with an emotionally driven, integrated multimedia campaign designed to artfully highlight the new Accord's sophisticated design, dynamic performance, rich feature content and value.
The 'It Starts with You' campaign, was built around the Honda philosophy of designing the Accord around the needs of the driver and occupants. The Accord campaign highlights numerous new technologies that enhance the model's dynamic driving experience, as well as, the styling cues that improve visibility and efficiency.
"This campaign demonstrates how Honda's deep understanding of the customer allowed our engineers to perfect the midsize sedan in the new Accord," said Mike Accavitti, vice president of automotive marketing at American Honda Motor Co., Inc. "The new Accord excels in all areas that are important to the midsize buyer so we created an emotionally engaging launch campaign that delivers that message while showing what makes Honda different from the competition and the smart choice."
The Accord campaign also extended to include unique culturally relevant elements for Hispanic and African American consumers. Both campaigns were developed to be complementary with the general market but have a unique take on the "It Starts with You" campaign.
"The Hispanic market campaign focuses on the themes of achievement and moving forward without forgetting the past, which are representative of the Hispanic experience in the U.S.," said Robert Santiago, director of client services at Orci.
"We wanted to highlight technology that would appeal to the African American consumer in a way that would resonate with their daily lives," said Wilky Lau, executive creative officer with Muse Communications. "Telling the story through children allows us to highlight the importance of the vehicle's innovative technology in real-life scenarios."
Honda offers a complete lineup of Honda cars, trucks and service through a network of 1,037 Honda dealerships within the United States. In 2012, Honda will mark 30 years of producing automobiles in the region, which began with the Accord in Marysville, Ohio in November 1982. Having produced over 23 million vehicles in North America, Honda currently operates 7 major automobile manufacturing facilities in the region.