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February 9, 2009
New Campaign Features Up-And-Coming Rapper Who Represents the Accord’s Characteristics and Appeals to a Smart, Stylish, Confident Audience
LOS ANGELES, (Feb. 27, 2009)—To highlight the style and sophistication of the 2009 Honda Accord, American Honda Motor Co., Inc., has enlisted Muse Communications to develop an integrated advertising campaign to appeal to African-American consumers. The new campaign features Mickey Factz, a real-life rapper, with a unique, relevant style -- who raps about being smart, saving money and planning ahead.
“Today, style is being redefined, not by outside appearances, but by substance that comes from within. We wanted to create a unique platform to showcase the stylish and practical qualities of the Honda Accord in a way that reaches African Americans. The result is this campaign about ‘Style that Make Sense,’” said Barbara Ponce, Manager of Diversity Advertising for American Honda Motor Co., Inc.
“The Rhymes and Reasons campaign combines the influence of hip-hop music with the more traditional qualities of the Honda Accord in a creative way that allows us to re-affirm the vehicle as a smart choice for consumers,” states Jo Muse, chairman and CEO of Muse Communications.
In the search for an artist who simply embodied the qualities that make the Honda Accord popular, Muse Communications and Honda discovered Bronx-born Mickey Factz, a paralegal by day and rapper by night, who is silently taking over the hip hop game by creating a following over the Internet. Mickey stays connected to his fans through his online presence, and now is sharing his unique insights through his Honda-sponsored hip-hop show “Rhymes and Reasons” -- a guide to living a smart and sensible, yet cool and hip lifestyle.
Mickey Factz and his sidekick, DJ Gomez Warren IV, are introduced through a :30 television spot that offers a glimpse into Factz’ life and directs consumers to the website, www.rhymesandreasons.honda.com.
The new campaign moves beyond traditional television spots, and features the following engaging content:
An original, downloadable song written by Factz for the Honda Accord, titled “Sensibility.” An interactive blog, music downloads, and video performances on YouTube.Sensibility tips by Mickey Factz on topics such as “Financial Security,” with new tips regularly updated on the site.
The online elements are designed to connect with consumers and keep them engaged far beyond the debut of the initial broadcast spot.
The “Rhymes and Reasons” campaign debuts on BET, on Feb. 26, 2009. For additional information, please visit www.rhymesandreasons.honda.com.
Honda is the world’s largest engine maker, producing a vast array of products, including automobiles, motorcycles, power equipment and, jet aircraft – all designed to advance mobility and improve the lives of people through continued innovations in technology and design. For more on Honda visit http://www.honda.com.
Honda’s online multimedia newsroom: http://www.hondanews.com
About Muse Communications
Muse Communication’s multicultural heritage adds a unique dimension to its client’s marketing campaigns. Muse Communications is a leading independent multicultural agency that created the category 23 years ago in California. Its recent move to Hollywood is fostering a new era of growth in the digital platforms as well as film, music and other entertainment properties. For more information contact Muse at (323) 960-4080 or visit www.museusa.com.
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