American Honda Motor Co. Inc., manufacturer of a top-selling auto brand among U.S. Hispanics, is going online to extend its reach to the estimated 12 million Hispanic consumers who use the Internet. A new campaign for Honda’s Civic models debuts this month on Spanish language Internet network YupiMSN.com.
The campaign, to run though July, targets Hispanic males aged 18-24 using traditional as well as rich media online formats. Consumers who click on the ads are directed to the Honda website, where they can research car models in Spanish. Some 84% of U.S. Hispanics polled by research firm Roslow Research say they’d be more likely to do automotive product research and shopping online if they could do so in the Spanish language.
Also helping to drive consumers to the web site from the ads is a sweepstakes offer giving registered participants a chance to win a Microsoft Xbox video game console and racing-themed accessories package.
“Latinos have home computers and Internet access and they are taking full advantage of their capabilities,” says Robert Santiago, account director at La Agencia de Orci & Asociados, the Los Angeles-based advertising agency behind the online campaign. “We are working with Honda to reach a highly desirable consumer – affluent, educated and young.”
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