Hondas First National Image Campaign Features Asimo
ASIMO Advanced Step in Innovative Mobility is one of Hondas outstanding creations. American Honda Motors is set to feature the popular robot in their first national broadcast corporate image campaign for two years. Such campaign will include a Power of Dreams spot dedicated microsite as well as print ads.
Asimo was built in Hondas Research Development Wako Fundamental Technical Research Center in Japan. It is a humanoid walking robot standing at 130 centimeters 4 feet and 5 inches and weighing 53 kilograms 119 pounds. For those who havent seen it yet this robot resembles a small astronaut wearing a backpack. And currently there are 46 units of it available worldwide with each costing less than 1 million for manufacturing and 166000 per year when hired.
Five years ago Asimo was introduced to Hondas advertising Hondas Corporate Advertising Manager Barbara Ponce said. Using home video brings Asimo into the story but in a real way she enthused. The home video brings Honda technology to the customer in a manner that isnt overproduced or contrived. What you see is what you get. It underscores the importance of authenticity to our brand she continued.
In the image campaign the Power of Dreams is held the primary attraction. It is a 30second spot which was directed by Phil Joanou under independent RPA Honda lead creatives David Smith and Joe Baratelli. First seen in a window reflection of Hondas prototype FCX hydrogen fuelcell car the climax of the spot is a video images featuring Asimo. It will also show Honda jet planes solar racers testtrack racing and safety researchers in a home videostyle movement to The Whos I Can See for Miles. Its tagline? See what we see.
Since Hondas Safety for everyone campaign emerged in October 2005 the launching of the image campaign is the first time of the company to use national advertising corporate image. And it is part of showing that they are on move. Todd Carey Vice President associate creative director at RPA Santa Monina California said that the spot serves as Honda home movies as shot by family member. Out desire was to show what Honda is working on from an engineering standpoint and the human side as well. In addition the ad facilities were an emotional connection with Honda engineering as he said.
Carey said that the campaign actually originated through an organic process of multiple interviews with people at Honda. He said Through the conversations we started to hear the same things: No matter who we talk to no matter what project there was a shared vision. A conversation with a passionate Honda engineer became an inspiration for them to show the world what Honda is going through and to.
Moreover Ponce said the longerterm philosophical approach is unique as it shows the human engineering side of the company. And this Hondas engineering focus is their distinction from the others definitely more than providing quality auto parts like Honda intermediate pipe to their latest model cars.
About the writer: Evander Klum is a Business Administration graduate who hails from Alabama. He enjoys extreme sports and he is also a car racing fanatic. At present he works as a marketing manager at an advertising agency in Cleveland.
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