Honda's Choir ad was created to support the launch of the new Honda Civic .
Honda wanted to build awareness of their brand with a new creative that was unique and memorable. It was also key for them to monitor key image statements of their brand and the differences that occurred between the 10 min "documentary" and the 2 min in reel ad. Research was conducted to identify whether the ad reel domination approach was more effective than a traditional ad in a mixed reel.
To push brand and ad awareness, along with understanding viewers perceptions of the brand.
The full length (2 minutes) version of this ad was shown in cinemas as a national AGP campaign
In addition to the ad itself, a "making of"documentary was created that shows how the ad was created. It was a 10 min creative that filled the whole ad reel.
Levels of spontaneous ad recall were high for both versions of the ad but especially for the 10 min version. 57% of cinema goers spontaneously recalled seeing the 10 min ad & the 2 min ad had the highest recall of any advert in its mixed reel. Both versions of the ad created a favourable impression amongst the majority of people who recall seeing them, impressions of the 2 min ad are more favourable than the 10 min ad. People are more likely to say they enjoyed the 2 min ad because it is fun & different whilst for the 10 min ad they they state the documentary.
Different formats and creative lengths work well on cinema dependent on brand and target audience. In Hondas case the 10 min documentary worked well at educating the audience throughout select films whilst the 2 min ad reached a broader audience of who it captivated and entertained.