At Orcí, we needed to simultaneously build a strong and consistent brand presence in order to cement the equity that Honda enjoys in other regions, while still allowing sufficient flexibility in our media and creative strategies to allow for the nuances of each country and to help us better understand what the best possible targeting strategy would be for each diverse group in the region. Utilizing a test and refine approach, Orcí and Honda have steadily built—and are continuing to build—the brand’s equity with broad channel awareness support, coupled with specific, tested tactical plans in each country utilizing both offline and digital channels as well as dynamic creative to make the most of each region’s limited marketing spend.
View More

Diverse regions pose a unique set of complications when it comes to amplifying potential consumer pools. The secret, however, comes down to cohesive brand messaging coupled with nuanced content for each target audience.

Marina Filippelli, COO & Director of Client Services for multicultural advertising agency, Orcí, and Geovany Rodriguez, Head of Marketing for Latin America and Caribbean North, Honda, will share what marketers and brands need to know about targeting these kinds of regions. They’ll explain the importance of using a test and refine approach to ensure that consistent branding is built across multiple regions, while still allowing for inherent and distinctive cultural differences among each country—sharing what they learned as they accomplished exactly that in Central America and the Caribbean.

Honda, a global automaker known in larger markets for both its great quality and dependability, enjoys an extremely strong positioning in the crowded U.S. marketplace, including high awareness, consideration and likeability which all translate into strong sales. But in smaller regions, the brand is challenged by limited awareness and a lack of understanding of the global brand promise. This, coupled with the incredible fragmentation of the multiple but smaller countries, which includes language (Spanish and English) and even body style (Right Hand Drive versus Left Hand Drive vehicles), makes for a slew of tricky marketing challenges.
View Less