One Direction is a famous pop boyband that has been going through some changes lately, but most of them matter little to petrolheads. The band's new Made in The A.M. album, however, is somewhat related to Honda’s all-new Civic, as they have been launched together, sort of. And basically, the carmaker’s efforts go in one particular direction: turning as many millennials as possible into new customers.
The new 2016 Civic television advert was released yesterday, while the band’s fifth album hits the stores today. The timing is proper, as Honda has been looking for new ways to get into the under-35 buyers club for quite a while now. The commercial celebrates the launch of what Honda names the completely reimagined 2016 Honda Civic Sedan, “the most ambitious and sporty remake of Civic in its 43-year history.”
“Honda Stage has enabled us to join forces with one of the most popular music groups in the world, One Direction, to help launch our all-new 10th-Generation Civic to a new generation of buyers,” said Tom Peyton, assistant vice president of Advertising and Marketing for American Honda Motor Co., Inc. “Honda Stage really is the culmination of our deep rooted history in music, starting with Civic Tour 15 years ago, and now comes full circle with a fun brand campaign introducing the exciting 2016 Civic.”
The new One Direction video is a small step out of many Honda is taking to refresh its coolness, so to speak. For instance, Honda Stage - a combination of live events and exclusive online content - is extending its relationship with the program’s original all-star cast of production, promotion, and technology partners to release more music content.
The Japanese carmaker has also said it’s going to air its Uncharted: Power of Dreams, a new digital series, on Facebook, Vevo, YouTube, and UPROXX.com. The series features artists from a broad range of genres including LA-based hip-hop artist A.F.R.O. and the buzzworthy Kansas City mother-son duo made up of Madisen Ward and the Mama Bear.
As mentioned above, all these efforts come after statistics showed that, during the past five years, Honda has led the industry in sales to under-35 buyers in the passenger car, SUV and minivan segments. Apparently, the Honda Civic and Accord are the two top-selling models to under-35 customers across the entire automotive industry, while the Honda CR-V and Odyssey attract more millennials than any other SUV or minivan on the market today.
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