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Honda launches video for new, in-hospital EVs (Score 43)
made an electric ride-on vehicle, Shogo (no, not Shego), to help young (ages 4-9) patients be more comfortable while being transported throughout hospitals. Shogo is part of a larger "Project Courage" initiative; of course, its debut has support from a 60-version ad that will air broadcast nationally on ABC and NBC, along with social media channels.
Designed exclusively in-house by Honda engineers, Shogo is the company's most recent initiative toward its recently announced goal of making electric vehicles (EVs) represent 40% of sales by 2030 and 100% by 2040.
So, we certainly may see Honda advertise Shogo more, especially if the effort goes well enough to expand further. Sellers able to help the company effectively tell the public about its EVs, whether Shogto or not, should keep Honda on their radars.
So far this year, iSpot reports the company has allocated roughly $121.9m toward national TV commercials. Honda ended up allocating roughly $122.9m toward this channel last year, down 30% from the roughly $176m it allocated in 2019. The company's 2021 commercials have targeted male sports enthusiasts watching shows such as NFL Football, College Football, NHL Hockey, NBA Basketball and SportsCenter.
According to Pathmatics, Honda has spent approximately $29.8m on digital ads YTD. Its estimated full-year 2020 spend increased 15% to $34.3m from that of $29.9m in 2019. Since the beginning of 2021, Honda has earned ~3.3b digital impressions via desktop video (34%), desktop display (26%), Facebook (20%), Instagram (13%), mobile display (6%) and Twitter (2%) ads. Most of this year's desktop video ads have been placed site direct onto destinations such as twitch.tv (23%), youtube.com, hulu.com, yahoo.com and sports.yahoo.com.
Additionally, Magellan shows the company has aired around 1.7k podcast ads YTD.
Honda primarily targets millennial men, especially dads. Per Kantar data, it also invests in local broadcast. Sellers able to offer relevant ad space should contact soon to do so.
Agency & martech readers - We have not yet heard of a conclusion to Honda's Orci.