2012 Honda Civic “Heritage” Video Campaign Goes Viral

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In honor of the 9th Generation Honda Civic, Tier10 Marketing develops a visual experience that best represents the theme: “One Car. A Million Stories.”

Tier10 Marketing's "Heritage" video celebrates Honda's 9th Generation Civic

Tier10 celebrates this 9th Generation Civic by creating an integrated viral video campaign that explores the evolution of the Civic.

In recognition of Honda’s 9th Generation Civic, Tier10 Marketing has developed the “Heritage” video, aimed to create a visual experience that best represents the theme: “One Car. A Million Stories.” Designed to compliment Honda’s current Civic launch campaign, the video provides Tier10 clients (Paragon Honda, Herb Chambers Honda, Scott Robinson Honda, and Penske Honda, to name a few) with a viral video to inspire traffic, both on and offline.

Now live, renowned auto-focused websites Autoblog.com and Motortrend.com have run the video on their respective sites and garnered much attention. Honda dealerships around the nation are currently running the video on their Facebook pages, Twitter feeds, and blog sites.

The Honda Civic has gained notoriety because of its widespread demographic appeal and longevity. Tier10 celebrates this 9th Generation Civic by creating an integrated viral video campaign that explores the evolution of the Civic.

Tier10 Marketing’s Creative Director Scott Rodgers explains, “Personifying the Civic by instilling emotion was objective one. Bringing in a human element accomplishes two things: (i.) it promotes a generational feel and (ii.) connects the Civic with its far-reaching fan base. Capturing the Civic’s evolution in correlation with the various people featured in the video was key in attaining the correct tone.”

The video incorporates vintage commercial footage of the 1978 Honda Civic to present-day models. An edit composed of new and old Civics, with a progressive pace, allows for 20+ years of the Honda Civic to be showcased in 90 seconds.

Shot on a Canon 7D, the video taps into a technology being utilized by the likes of The Jay Leno Show, House, and Saturday Night Live. The choice to use DSLR technology was deliberate, speaking to the Civic’s universal, grassroots appeal. DSLR cameras, like Canon’s 7D and Nikon’s D3s, have brought high-quality video to the masses at an affordable price.

A collaboration with Grammy award-winning Dirty Vegas brought an important emotional element. The video features the song “Today,” a progressive pop composition. There is a delicate bass beat that builds throughout, ultimately helping the story come through. The song lends a sense of nostalgia, a key element needed for the tone of this short video.

The video’s director/editor Joseph Olesh adds, “The video should leave the viewer wanting to see more. My experience producing this video has made me a big fan of the Civic. My hope for the video is one that inspires viewers to investigate the Civic’s proud history and even take a test drive of their own.”

Honda Civic customers span the spectrum of automotive drivers. They are high school graduates and college students, families with young children, schoolteachers, and environmentalists. The video pays homage to these Civic owners, young and old. See http://www.facebook.com/newcivic for more information.

About Tier10 Marketing
Tier10 Marketing delivers a holistic marketing system that integrates 10 tiers of marketing under a well-defined campaign strategy. We provide marketing services for many of the leading Honda and Acura Dealers & Dealer Associations in the nation, and have received national recognition from AutoSuccess.com as one of the “Top Ten Companies to Watch in 2010.” The team has created and implemented marketing strategies for 12 manufacturers, 76 of the top 100 dealer groups and over 4,000 dealerships in 18 countries. We are pleased to have the opportunity to help your dealership market the Generation9 Honda Civic.

Related Links:
Video: http://youtu.be/p-cTszamso4
Web: http://www.2012hondacivicinfo.com
YouTube: http://www.youtube.com/2012HondaCivic
Facebook: http://www.facebook.com/newcivic
Twitter: http://www.twitter.com/newhondacivic

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Joseph Olesh
Tier 10
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