Leading the campaign are two 30-second TVCs, created by Dentsu Utama. The campaign for the ‘green’ Hybrid, first launched in Malaysia in 2003, targets “the group which is environmentally-conscious and values the efficiency and fuel economy of the hybrid system”, according to Honda Malaysia’s MD and CEO, Atsushi Fujimoto.
The TVC for the Hybrid, which competes with the Toyota Prius, showcases the i-VTEC engine and integrated motor-assist hybrid system, as well as the stylish lines of the marque.
“When the Civic Hybrid first launched, we sold 10 units. This year, our sales target is 60 units. We are positive we can meet this target, as Malaysians are more environmentally-conscious,” he said.
The spot for the Type R marque features a racecar driver taking the car out for a spin at the racetracks to a pulsating soundtrack.The Type R competes with the Mitsubishi Evo, Subaru Impreza WRX and Volkswagen Golf GTI.
The Honda business is handled by BatesAsia, local boutique Long’s Creative and Dentsu. Media is handled by Starcom MediaVest.
