Male Millennial Opps: Honda starts promoting new EV ahead of 2024 launch (Score 38)

Sales lead: Start reaching out now to offer ad space for the official launch campaign in January 2024. 

• Honda is preparing to release its first mass-marketed electric vehicle, the Prologue, which will be available in Q1 2024.
• The automaker recently launched a push called "Power of Dreams" to start building awareness for the new EV. 
  • It will run through December and is being supported during NFL, NBA, NHL, and college football programming. 
  • The push will also include OOH ads and events. 
  • Honda's AOR, RPA, created the ads. 
• Honda will kick off the official launch campaign in January. 

Target demographic: Male millennials

The company will likely:

• Continue ramping up ad spend
• Experiment with new channels to reach consumers searching for EVs
• Seek additional agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Honda spent approximately $100.1m on national TV ads YTD, up 11% from $90.2k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 17% from $126.6k in 2021 to $147.5k in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, NHL Hockey, College Basketball, and SportsNite. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Honda spent nearly $48.6m on digital display ads YTD, a 94% increase from $25m spent in this channel during the same time period of 2022. 
• YTD data: 3.8b impressions via YouTube (38%), desktop video (25%), desktop display (21%), Instagram (7%), mobile display (6%), and Facebook (4%). 
• 2021-2022 spend: Full-year spend equaled $33m in 2021 and $33.7m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as youtube.com, twitch.tv, instagram.com, espn.com, and caranddriver.com. It placed 3% of these ads through multiple indirect channels onto sites such as youtube.com, caranddriver.com, kbb.com, edmunds.com, and autotrader.com. 

Additional channel insights  

• Vivvix: Honda also utilizes OOH, print, radio, and local broadcast.
• Top podcasts sponsored: The Daily, The Herd with Colin Cowherd, The Joe Rogan Experience, The Bobby Bones Show, and Wait Wait... Don't Tell Me!.  

Agency analysis:

• Opportunity: Reach out now to see if Honda needs any more assistance promoting the new Prologue. 
• Current roster:
  • RPA: creative, media, digital, & social AOR
  • Publicis.Sapient: digital AOR
  • Dailey & Associates: creative AOR
  • Orci: multicultural AOR
  • Quantasy & Associates: multicultural AOR