Nor Cal Honda Dealers

Problem

The Hispanic auto market in Northern California is constantly growing, and Honda is already more highly regarded among the NorCal Hispanics than among non-Hispanics. Northern California Honda Dealers saw the chance to really connect their brand with the Hispanic market in an effort to increase their market share. Asking us to develop a campaign that speaks directly to Spanish-speaking Latinos, we got right to work. We knew that Hispanic audiences are incredibly diverse, yet all respond best to advertising that highlights their culture accurately.

Idea

To authentically speak to our Hispanic audience and ultimately convert prospects, we went beyond a Spanish translation and made sure our message captured the ethos, core values, and spirit of the culture. So, we connected Honda’s legendary dependability with emotionally charged moments in our audience’s lives. The pride and trust Hispanic drivers attach to the Honda brand is what our Siempre Contigo, or Always with You, campaign hits on. Our unique storytelling style formed a strong emotional appeal which gave us, and Northern California Honda Dealers, incredible results.

Results

In the first two years, Hispanic sales for Honda increased 12% each year while the rest of the industry remained flat. Honda’s Hispanic share jumped two full points to 19% of the entire category. Honda’s Hispanic sales dramatically improved and continue to drive total sales gains for the entire brand in the region. Post-COVID, Hispanic purchases now account for 25% of New Car Registrations and continues to grow. Honda’s Hispanic volume YTD is up 34% and Honda’s Hispanic YTD Registrations account for 104% of the industry Hispanic increase, which is unprecedented. With Siempre Contigo effectively reaching our audience and increasing the market share, Honda is now a leader with three models in the top 15 among Hispanics. Turning a big idea into even bigger numbers is what we do, and it all starts by understanding your audience.