Orcí reveals new creative for 2015 Honda Fit

Orcí, Honda’s agency of record for the U.S. Hispanic market, announced the launch of its integrated advertising campaign #UnBuenFit (A Good Fit) for the all-new 2015 Honda Fit with TV spots starring comedian Felipe Esparza. The campaign, which made its debut June 24th, also includes digital, experiential, and social media components.

The bilingual #UnBuenFit campaign targets Hispanic millennials (18-34 years) and showcases ways in which the Honda Fit is “Un Buen Fit” for their lives and how the vehicle is just as versatile and resourceful as they are.

The TV spot features Hispanic comedian Felipe Esparza, the winner of NBC’s Last Coming Standing in 2010, and star of his own stand-up special They’re Not Gonna Laugh at You, a Showtime exclusive special also available on Netflix.

Orcí was tasked with launching the Fit model for the first time to the U.S. Hispanic market. In this campaign, Orcí seeks to make an emotional connection with Hispanic millennials to create buzz for the all new Fit. The Honda Fit offers car drivers a mix of space with versatility along with innovative technology features, as well as Honda’s trademark fuel efficiency to lead the way in the subcompact class.

“Introducing the Fit, an unknown model to our Hispanic audience, was a challenge our agency was happy to meet. Honda’s new Fit model meets the needs of the Hispanic millennials who are socializing, working, and studying in metropolitan areas. Our creative executions speak to the cultural paradigms of our audience,” said Andrew Orcí, the agency’s chief executive officer. “We believe that by having Felipe Esparza in our spots, we can authentically connect to our market in a fun and memorable way.”

Orcí created the following media elements for this campaign:

–    Two :30 second TV spots in English and Spanish
–    One :30 second English language TV spot
–    Two 23:7 spots for Honda dealers in both English and Spanish (dealers can customize offers and air independently)
–    One :15 spot in English & Spanish edited for social media platforms (Instagram, Facebook, Twitter, YouTube) and four additional :15 second vignettes for social media sharing
–    Two unique Fit digital banners
–    Consumer engagement campaign on major social media platforms, that will include curating bilingual content on Honda-owned general market social media platforms

Orcí will also initiate and manage Honda’s Latino social media platforms (Twitter:@HondaLatino #UnBuenFit) during the duration of the two-phase campaign encouraging Honda drivers to share and show off their vision of a good fit, or #UnBuenFit.

 

VIDEOS:
English :30 www.youtube.com/watch?v=BX_lYfUgsWA
Spanish :15 cut down www.youtube.com/watch?v=Xf1nVLR2InY
English :15 cut down www.youtube.com/watch?v=fGkYLo1q6bQ
Spanish :15 Beach social www.youtube.com/watch?v=S-choq8d7lM
Spanish :15 City Social www.youtube.com/watch?v=lSLQE_x20d4