(September 5, 2017) TORRANCE, Calif. — The freshened 2018 Honda Fit is here and to amplify the Fit's enhanced fun factor, Honda is debuting a new integrated marketing campaign, titled "Fit for Fun," focusing on the fun attributes of the vehicle including: a new Sport trim, striking new colors and enhanced technology including Apple CarPlay and Android Auto.

Fit also now has available Honda Sensing safety and driver assistive technologies on all trims. The "Fit for Fun" campaign is the brand's most robust multicultural, mobile and social-driven campaign to-date and rolls out with new TV creative and social content incorporating the fun and versatility of Fit, as communicated by comedians and influencers throughout.

"Honda has created a campaign for Fit specifically geared toward younger car buyers who lead busy lifestyles and are uber-connected," said Susie Rossick, Assistant Vice President of Honda Marketing at American Honda Motor Co., Inc. "Millennials are the most diverse group of buyers out there, and the Honda brand has seen an increase of 12 percentage points in multicultural millennial buyers since 2010. We have created an engaging and comedy-driven campaign that speaks directly to these buyers where they spend the most time consuming media — online."

Honda created a contextual marketing campaign for the 2018 Fit that uses elements native to each media platform to demonstrate the key benefit: that the Fit is small but roomy. The campaign leads off with a 30-second general market TV spot, "Fun Surprises," in which the entire commercial set is packed into the back of the Fit.

Likewise, in the brand's 15-second ad on Hulu, buttons from the Hulu video player are packed into the back of the Fit. On Snapchat and Instagram Stories, emojis and other native elements, like finger-drawn type, get packed into the back. Also on Snapchat, Honda will be the first automaker to capitalize on the platform's Dynamic Filter Component to geo-target those celebrating the Labor Day weekend and returning college students with fun Fit-themed graphics launching in September.