BRINGING THE HEAT TO SOUTH FLORIDA.
The South Florida Hispanic Demographic is not a “one size fits all” audience. Omni was tasked with developing a Hispanic campaign that transcends through all the unique traditions and backgrounds.
Using Polk segment and market data we discovered our South Florida Honda client’s Hispanic share was not keeping pace with the general market. We utilized GfK data to understand the reasons why Hispanics were not considering Honda products as much as the competition. We found the perception among Hispanics was Honda vehicles cost more than competitive vehicles such as Toyota and Nissan. Our solution was to find a way to connect with Hispanics that wasn’t only about the Honda value proposition but about the Hispanic culture.
We found a common thread through every segment of the South Florida Hispanic population: Music! We licensed Gente De Zona’s smash hit “La Gozadera,” a song that celebrates diversity and passion by emphasizing dance, music and heritage.
This music helped define the campaign but we also knew we needed to deliver a call-to-action to convert awareness into consideration and traffic. We incorporated Omni’s retail messaging into our TV, radio, and digital assets with low lease payments and competitive comparisons.
Since launching the Gózalo con Honda campaign, Honda has reconnected with Hispanics in South Florida in a powerful way. We made an immediate connection with Hispanic consumers resulting in market share increase and they are outperforming their zone in Hispanic market share.1.2% Hispanic Market Share