The campaign, developed by BatesAsia and 141 Worldwide Malaysia, kicked off with a teaser campaign prior to a launch event in mid-March. The main campaign consists of online, DM, ambient media, PR, TV and print in all mainstream media.
Two variations of the new Civic, 1.8L and 2L, target the family man and young professional respectively with the regional tagline of 'Rising spirit -- awaken your senses'.
The campaign focuses on the overall look and feel of the car, with one print execution using a black background to highlight the sleek front carriage of the car in tones of blue. Another has a blurred cityscape with the full view of the Civic in motion, again in hues of blue and silver.
The 15 and 30 second TV spots follow the same theme as the print but start with a traced white outline of the car which is then filled in with colour. "It connotes a sense of inspiration and passion of the driver and, of course, the car," said Adrian Ng, general manager of 141Worldwide and Bates-Asia Malaysia. "The essence of this tagline was the basis for all communications produced."
A pre-launch contest, in which contestants had to identify the last seven generations of Civic cars, received over 18,000 entries. A mobile road show is also travelling the country to promote the Civic; all communications and activities will run until May.
Honda spokesman Melvin Lin said that the overall mid-sized saloon segment has grown approximately two per cent compared with year-to-date 2005 figures. "Before the new Civic was launched in Malaysia, it had generated strong buzz among Honda Civic enthusiasts and prospects," he said, adding that Honda sold over 27,000 cars in 2005, an increase of 11 per cent from 2004, and in 2005 aims to sell over 30,000 with 20 per cent of these expected to be Civics.
Malaysia is only the third Asian market to have launched the new Civic, after Japan and Thailand with the rest of Southeast Asia to follow. Honda has been present in Malaysia for over 30 years and competes with the likes of rival models Toyota Altis and Nissan Sentra, as well as local Malaysian car manufacturer Proton and Korean marques Kia and Hyundai.
