Honda is bringing a can-do attitude to its Coronavirus relief campaign.
The brand’s “Power of Something Greater” campaign is a multichannel push displaying ways people can help others during the pandemic. Honda has in recent times been moving away from traditional TV advertising to focus on social media displays, according to a Gartner report, so it makes sense that its newest campaign is prominent across social channels. The campaign rollout features a thirty-second spot inspiring audiences to be there for neighbors and connect with local communities. The ad features food banks workers, healthcare employees, and factory workers to represent the faces of communities across the United States. Honda’s campaign aligns with the brand’s updated marketing tune that encourages customers to work together to help those on the front lines.
To coincide with its marketing campaign, Honda created a “First Responder and Healthcare Professional Appreciation” offer that gives eligible workers a $500 discount on new vehicles leased or financed through Honda or its sister brand Acura. The offer is in addition to the work Honda is already doing to help local communities. Honda is also supplying hospitals around the country with N95 masks, as well as creating additional masks using 3D printers. For communities throughout North America, Honda pledged $1 million for food contributions.
Customers want to know what brands are doing to help them in their daily lives during Coronavirus, and companies are listening. Honda and other automakers are reaching out to consumers and strengthening their communities at a time when social distancing has made connecting more or less digital.