Honda Goes Online to Reach Hispanics

LOS ANGELES American Honda Motor Co. has launched an online campaign aimed at the U.S. Hispanic market.

The effort, from Honda Hispanic marketing shop La Agencia de Orci and Asociados in Los Angeles, touts the Civic Coupe, Sedan and Si models and attempts to convey that there is a Civic for every lifestyle. It includes skyscraper ads and incorporates rich media technology through floating ads.

The two creative executions, “Thumbprint” and “Silhouettes,” will run through July on YupiMSN, a Spanish-language Web site. By clicking on the ads, consumers are directed to the Honda Web site, where they can research all the automaker’s models in Spanish.

The campaign also includes a sweepstakes component, which allows participants to register to win a Microsoft Xbox video game console and a customized racing themed accessories package, including games, a steering wheel and foot pedals.

The effort targets Hispanic males ages 18-24.