Honda goes digital to attract Jazz customers

In a bid to attract potential young car buyers towards its new Jazz hatchback, Honda devised a number of initiatives across the digital space as a part of build-up leading to the launch. In May, there were a number of social media campaigns across various mediums such as Facebook, Twitter and Youtube and the company also released a teaser video promoting the new Honda Jazz.

Commenting on the move, Jnaneswar Sen, Senior Vice-President — Marketing and Sales, Honda Car India Ltd (HCIL) said, “For the New Honda Jazz, our primary target customer lies within the age group of 25-35 years. Apart from the conventional media, we found out that our customer is a netizen. Based on his digital life, we planned our activities to maximize reach and impact.”

Sen added that the teaser film that was launched on Twitter before the launch had a reach of 2.5 million. Three international films were shot in New York, Australia and Singapore exclusively for
digital media.

Although Honda has used this medium for its launches in the past, the carmaker increased its efforts for the new Jazz, compared to what it did for its other models like the City, Amaze and Mobilio. Moreover, with the City, it relied more on word-of-mouth publicity as against digital outreach.

Honda has also increased its marketing spend on the digital medium over the past few years. “Our proportion of spend on the internet has increased to 15-20% currently as against 5 percent around five years ago. The importance of having a digital reach is going up. It can also be measured precisely in terms of return on investment,” Sen added without giving out the amount spent.

The carmaker launched the all-new Jazz earlier this week with prices starting at Rs 5.31 lakh (ex-showroom, Delhi) for the base petrol E variant, going right up to Rs 7.29 lakh for the top-spec VX. The Jazz has five variants on offer — the base E, the S, SV, V and the top-spec VX. The base diesel is priced at Rs 6.49 lakh, going up to Rs 8.59 lakh; the petrol automatic prices range from Rs 6.99 lakh to Rs 7.85 lakh (ex-showroom, Delhi).

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