Campaign

The relevant buyers for the Honda Insight are members of Generation Y. Generation Y also known as the Millennials who make up over 70 million people in the US. Generation Y usually consists of those born between 1977 and 1990.

They are racially and ethnically diverse

They are extremely independent because of divorce, day care and single parents

They feel empowered and they have a sense of security and are optimistic about the future

Other studies suggest that Gen Y have spent their whole lives surrounded by technology.

In 2008, there was a research study conducted that asked Generation Y members what companies are the “greenest” of all. The study was tied to member’s perceptions. Honda was considered the second greenest brand among Gen Y members. Other research on Gen Y relating suggests that the two most important factors for purchasing a new car are gas mileage and affordability.

What we need to accomplish In order to increase awareness of the Honda Insight specifically is we need to focus on:

Making going green “cool” by showing students that though the Honda Insight is better for the environment the technology in the car is like no other hybrid.

Fuel Efficiency Fuel Economy (city) 40 Fuel Economy (highway) 43

Affordability- The Honda Insight price range LX- Starting at $19,800 EX- Starting at $21,300 EX with navigation starting at

$23,100 Green Aspect

Eco Assist- A sophisticated feedback system teaches you to drive more efficiently[3▪ An ECON™ button that

automatically helps increase your vehicle’s fuel efficiency.

The Future is Insight: Arrive INSTYLE.

S- Savings Save Money Save the Environment (Leave less

Tracks) T- Technology The Insight is equipped with the latest

technology such as Eco-Assist, Satellite Radio and Navigation

Y- Youthful “I want to be forever young” (The

Insight not only saves money and the environment but it also has a youthful look that will appeal to Generation Y)

L- Look Exterior: The front of the Insight is

strong and lean with appealing project-beam headlights. The Insight also has LED break lights. The Honda Insight comes in an array of colors that are eye-catching.

E- Efficiency The Insight provides fuel efficiency

with 41 mpg. It also has Advanced Compatibility Engineering which increases Insight passenger protection and makes it more compatible with vehicles of differing ride heights.

A one day event promoting the Insight The Insight Experience

“Arrive INStyle” Event▪ Environmental related outdoor

games ▪ Giveaways such as bags with

environmental friendly materials

▪ Concession: Cotton Candy, Popcorn and Snow Cones

▪ Informational Booth▪ Speakers

Flyers Radio Advertisements Facebook Twitter Guest Speakers Random Giveaways Hybrid Trivia (Facts about

the Honda Insight)

Based off of research Generation Y is a group who has been exposed to technology constantly changing. The focus of this campaign is to show a hybrid vehicle, the Honda Insight, in a new light. The Honda Insight is not only fuel efficient and great for the environment but it is also equipped with the latest technology.

Remote Control Cars (Game)= $90.00 Gifts (Giveaways)= $500.00 Food (Concession)

Cotton Candy Machine/Popcorn Machine/Snow Cone Machine- $165

DJ- Free Tricycles (Game)- $100 Tires (Game)- $80 Musical Chairs (Game)- Free Pin tires on Insight (Game)- Free Gas Cards (25)- $250Estimated Budget= $1,200

Green Bags Shirts Gas Cars Candy Remote Control

Cars

90.5- free music and advertisingNew Leaf—Gift CardsGas Stations—Shells, Chevron, BPUtility Building--Energy BagsGreen Groups—Green Coalition and

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