Dive Brief:
- Honda unveiled a commercial for the new CR-V hybrid that was developed to tap into Asian Americans’ spirit of family and adventure, with versions in English, Mandarin, Vietnamese and Korean, according to details shared with Marketing Dive.
- Media placements through Asian Media Group, IncrementX and A | Code and Tastemade will target Asian American consumers via 60-, 30-, and 15-second versions. The spot will also run on Spotify and Vevo, and shorter cut-downs will be featured on TikTok.
- Honda is the number two automotive brand among Asian Americans and the CR-V is the second most popular vehicle among the consumer group, according to the company.
Dive Insight:
The growing Asian American market comprises many different and disparate cultures and languages. While Asian American is a widely used label, Pew Research finds that many who fall under this pan-ethnic term feel it doesn't reflect their identity. Honda’s new CR-V campaign is meant to broaden the brand’s appeal among the different identities within this market.
The new campaign, entitled “Through the Window,” was developed in collaboration with Chinese American writer, creator and filmmaker, Courtney Zhi. The new spot leverages an insight the brand has pinpointed as significant: the Asian American audience’s affinity for family road trips. The spot depicts a family of three heading from the city to a camping destination in the mountains, each family member’s perspective shown as they look out the window on their journey.
The Asian American market is growing and influential. According to the Pew Research Center, the U.S. Asian population nearly doubled between 2000 and 2019 from almost 12 million to over 22 million and is expected to reach 46 million by 2060. More than 4.6 million Asian Americans are of Chinese origin, according to Pew. Those with roots in Vietnam represent about 2.2 million people, followed by those with Korean roots (1.9 million) and Japan (1.5 million), according to Pew.
