Business

Saturday August 1, 2009

Fine art photography to drive campaign for Accord

By EUGENE MAHALINGAM


THE phrase ‘A picture is worth a thousand words’ was coined to insinuate the obvious – that some things are best expressed through images.

In its latest marketing initiative, ‘The Perfectionist – Presented Exclusively by Accord,’ Honda Malaysia Sdn Bhd used fine art photography to create more awareness and recognition for its recently launched Honda Accord 2.0 VTi-L.

"The photos will be compiled into a 52-page book and given away to the media and prospective customers" - AKKBAR DANIAL

According to marketing manager Akkbar Danial, the campaign comprised a five-day photography exhibition which culminated on July 29 at the One Utama Shopping Center in Petaling Jaya.

“We selected six working professionals to appear in the images. We felt that their professions matched the target customers of the Accord, mainly 30 to 40-year old executives and managers and leaders in their respective fields,” he tells StarBizweek.

Akkbar says that when people see the images of the professionals with the Honda Accord, they would associate the brand with society’s finest.

“The Accord is positioned as an inspiring symbol of ambition and success,” he says.

The individuals chosen comprised a biologist, vice-chancellor, an obstetrician/gynaecologist, architect, life coach and a chief executive officer/chief investment officer.

Following the photography exhibition, roadshows have also been scheduled for selected locations in Johor Bahru and Penang.

“The photos will be compiled into a 52-page book and given away to the media and prospective customers. Accompanying the photos will also be words of wisdom from those individuals,” says Akkbar.

“The campaign would be targeted at new and existing customers to get better acquainted with the Honda brand,” he says but declined to comment on the cost of the campaign.

“What’s important is that we continue with our brand building, marketing and awareness campaigns, especially in an economic downturn where other organisations are cutting down or totally not investing in such activities.”

The Accord 2.0 VTi-L is priced at RM149,800 (on-the-road, with insurance) and is the latest variant of the 8th generation Accord since it was launched in April 2008. To date, close to 9,900 units of the 8th generation Accord have been sold in Malaysia.

As of July 14, there were close to 120 bookings for the Accord 2.0 VTi-L. Akkbar says Honda was targeting to sell 200 units (or 40% of total Accord sales) for the new variant.

The Accord contributed 15% or 3055 units of all Honda car sales from January to June 2009. A total of 20,479 Honda vehicles were sold during that period.

On another note, Akkbar says Honda is offering a special anti-theft device for new Accord owners. Called the ‘Connex’ Stolen Vehicle Recovery, it is a state-of-the-art GPS-based security system that tracks stolen cars.

“It is part of our continuous mission to enhance the brand image and customer satisfaction for the Honda brand,” says Akkbar.

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