The release of the all-new 2012 Honda Civic marks the most important product launch in the history of American Honda. From first-time drivers to retirees, the iconic vehicle enjoys a wide demographic and multi-generational appeal. From a marketing standpoint, reaching this audience would be as important as manufacturing the redesigned Civic worthy of their praise.
In response to this challenge, Tier10 independently launched an integrated “Tell Your Story” campaign, a people-centric concept based on communicating and evoking real emotion. The centerpiece of the campaign is the 2012 Honda Civic “Heritage” Video, which features music from Grammy-award winning artists Dirty Vegas, and portrays real Civic owners collectively creating a visual experience that represents the theme “One Car. A Million Stories.” The video was designed to provide Tier10 clients (Paragon Honda, Herb Chambers Honda, Brickell Honda, Scott Robinson Honda and Penske Honda, to name a few) with a custom viral video to inspire traffic and promote the brand in a positive light.
The results were more than tenfold, reaching drivers, dealers and industry contributors far beyond Tier10’s Honda clients. During a 30-day window, YouTube views have broken the 100,000+ mark, with viewers praising the way the video prompts positive memories associated with the Civic.
Meanwhile, the video has enjoyed much success on Twitter, with more than 20,000 tweets. More than 10,000 websites have embedded “Heritage,” and, it’s been mentioned in more than 121,000 other websites. Honda dealers around the nation -- not signed on with Tier10 -- adopted the video as their own to help build enthusiasm for the 2012 Honda Civic. The effect of the video has made for a social media sensation.
The “Heritage” video has captured the attention of major industry publications, including Motor Trend, which praised the video for its nostalgic value and marketability over RPA’s “To Each Their Own” campaign and its “pop culture clichés,” referring to Tier10’s campaign as “more relatable” to fans of past Civic models. RPA – Rubin Postaer and Associates – is the agency of record for Honda.
Autoblog, a leading provider of industry news, reviews, podcasts and commentary, was the first to feature the “Heritage” video. Associate Editor Jeff Glucker noted Honda “taking a moment to look back at the history of its popular compact.”
The soundtrack is the song "Today", by Dirty Vegas. This Grammy-award winning group came to prominence with their international hit single "Days Go By", which gained mainstream popularity in a 2003 Mitsubishi Eclipse television commercial.
The video was shot on a Canon 7D with the L-series 28-70 f/2.8 lens. San Luis Obispo and it's surrounding areas make up the majority of the shooting locations.
30-Day Analytic Snapshot:
YouTube Views: 100,000+ Views
Sites Hosting Embedded Video: 10,000+ Websites
Facebook Shares: 10,000+ Shares
Facebook Likes: 25,000+ Likes
Tweets Mentioning the Video: 20,000+
Creative Director: Scott Rodgers
Director/Editor: Joseph Olesh
Camera: Canon 7D
Post: Apple Final Cut Studio II
Process: h.264, ProRes 422