Muse Targets Urban Consumers with Viral Campaign.
Honda Civic The Honda Civic is a compact car manufactured by Honda. It was introduced in July 1972 as a two-door coupe, followed by a three-door hatchback version that September. With the transverse engine placement of its 1169 cc engine and front-wheel drive, like the British Mini, the Encourages Consumers to Show Their "Swagger"
LOS ANGELES Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. -- Muse Communications has launched a viral campaign on behalf of client American Honda Motor, Co. that connects the Honda Civic with urban consumers. The agency's "Swagger" campaign features trendsetting directors and African American African American Multiculture A person having origins in any of the black racial groups of Africa. See Race. comedians in both commercial and web-based content. Muse Communications is Honda's 17-year African American agency of record.
"We understand that the best way to create a successful campaign is to develop creative that resonates with consumers at a cultural level," said Jo Muse, chairman and Chief Creative Director of Muse Communications. "The 30-second TV spot and webisodes produced by Muse Communications tap into authentic cultural experiences our urban audience recognizes as 'swagger.' They are fun and worth sharing with their friends."
To engage urban consumers, Muse developed a concept that provides a platform for consumers to connect naturally with the Civic. The target is confident and likes to do things differently, therefore, Muse Communications focused on "swagger," a self confidence that defines who the consumer is and how they present themselves. Topics addressed include rules to be cool in your Civic ("Etiquette etiquette, name for the codes of rules governing social or diplomatic intercourse. These codes vary from the more or less flexible laws of social usage (differing according to local customs or taboos) to the rigid conventions of court and military circles, and they " TV spot), how to meet women after a night at the clubs in the parking lot ("Parking Lot" webisode) and how to lean and look cool in your Civic ("Lean" webisode). The underlying message in the campaign is "The Civic doesn't give you swagger, it puts it in motion."
Muse Communications enlisted well-known urban directors Benny Boom and Coodie & Chike to direct the campaign. The agency also worked with youth culture expert Bee Nguyen to bring in relevant popular music and fashion pieces to the project. Well-known African American comedians Jackie Long ("ATL (Active Template Library) A set of software routines from Microsoft that provide the basic framework for creating ActiveX and COM objects. Stemming from the standard template library (STL) that comes with C++ compilers, ATL includes an object wizard that sets up ," "Idelwild") and DeRay Davis ("Scary Movie 4," "Reno 911!") were featured in the content.
The television spot, "Etiquette," airs on national cable, local spot in select markets and national radio, as well as targeted print media. The webisodes are available on BET.com/Honda beginning March 19, 2007.
About Muse Communications
Muse Communication's multicultural heritage adds a unique dimension to their client's marketing intelligence. Muse Communications has received the Agency of the Year award from the American Association of Advertising Agencies The American Association of Advertising Agencies (AAAA) is an American advertising trade association.
Founded in 1917, their website states that AAAA membership "produces approximately 80 percent of the total advertising volume placed by agencies nationwide. , the Mercury Award for Best Radio Spot, the AAAA AAAA American Association of Advertising Agencies
AAAA American Association for Affirmative Action
AAAA Army Aviation Association of America
AAAA Battery Size
AAAA American Association of Amateur Astronomers O'Toole Award for Multicultural Advertising, a CLIO Award, The Advertising Club of New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of Andy Award of Excellence, Creative Show Silver Award, Gold Effie Award, Art Directors Club Award, Belding Award and the Hispanic Agency of the Year award from the American Association of Advertising Agencies. For more information, call (323) 960-4080 or visit www.museusa.com.