Blue Ant launches custom program for Honda

Integrated program includes Cottage Life feature, branded interstitials

Chris Powell October 02, 2016

Blue Ant Media’s content creation, distribution and sales unit, Blue Ant Media Solutions, has developed a new multi-platform marketing campaign for Honda Canada.

The campaign for the 2017 Honda Ridgeline midsize pickup includes a multi-page special section in the fall issue of Cottage Life magazine, as well as a series of interstitial videos featuring Brojects stars Kevin and Andrew Buckles airing on Cottage Life TV and Blue Ant’s digital platforms.

Built around the Ridgeline’s tagline “Haul What Matters,” the campaign launched with a six-page feature in Cottage Life that includes the stars of Cottage Life TV’s DIY series embarking on a camping trip in the vehicle.

Airing during Brojects marathons on Cottage Life TV, the four interstitials demonstrate the Ridgeline features while providing viewers with a bonus storyline featuring the Buckles brothers reminiscing about previous exploits on the show.

During each two-minute video, the brothers provide first-hand demonstrations of Ridgeline features including its interior, 180-degree doors, dual opening tailgate, external power outlet, scratch-resistant bed and in-bed cooler and audio systems.

Additional digital components include five online articles on a custom-branded content hub, complemented by social media and newsletter posts and a contest giveaway for a new Honda lawnmower.

Jean-Marc Leclerc, vice-president of Honda/Acura sales and marketing, said the Brojects brothers were “perfect ambassadors” to showcase the features of the Honda Ridgeline.

The second generation Ridgeline debuted earlier this year after a two-year break in production, during which Honda completely redesigned the midsize light pickup truck. According to reports, nearly 6,000 Ridgeline trucks were sold in North America in the first six weeks of production.