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NEW YORK Honda is trying a new tactic with its latest batch of TV spots. Rather than direct users to sites it controls to push its long-term value message, the automaker is telling them to visit auto review site Edmunds.com.
Honda hopes the tactic will lend credibility to its "Honda Values" campaign claims that its cars have a lower cost of ownership when factors like insurance, fuel and maintenance costs are taken into account. The TV spots, which began running today, are an attempt by the automaker to fend off discount offers by competitors.
"It was an opportunity to recognize the intelligence of car shoppers and the way they shop and the process they were going through," said Gregory Smith, svp, account director at RPA, Honda's ad agency. "It seems a little more intelligent and transparent than the typical call to action."
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