See how Say Media and Honda created an interactive online experience to promote the international launch of the new Civic model.
In order to promote the international launch of the new Civic model using existing video assets across a number of European markets, Honda wanted to engage consumers through an interactive ad experience. Tasked with launching the new 2KC Civic model to consumers around Europe, Honda's marketers wanted to create a more immersive and engaging experience to entice their target audience.
Starcom, Honda's media planning agency, partnered with Say Media's premium network of publishers around Europe to create an effective, targeted, and coordinated campaign. In order to show off the new model to its fullest potential, the online campaign needed to allow viewers to interact with the vehicle and experiment with its appearance. The aim of the campaign was to generate views of the video content and encourage viewers to click through to the main Honda website, allowing them to explore the features of the new Civic in more detail.
Consumers could simply roll over an image using Say's next generation AdFrames platform to view a series of promotional Honda 2KC videos with 'The Power of Dreams' branding. One option offered the chance to take a 360-degree tour of the car, another took viewers to the 2KC image gallery, or clicked through to the Honda YouTube channel, which acted as the campaign website. The audience could view the video without having to leave the original site, an element which was unique and innovative to the campaign. A collapsing menu bar allowed viewers to easily share the content.
The campaign produced some strong results for Honda, including 383,500 video views and an average viewer engagement time of 22.5 seconds.The average click-to-site rate across Europe was well above the industry benchmark at 5.3%.
Traditional display advertising has long been a staple in the online marketer's toolbox, providing a highly measurable way to target mass audiences. Naturally as technology evolves, so do the way brands use digital advertising to capture the attention and imagination of the demographic they are trying reach. Honda was able to tap in to Say's network of premium publishers to create an effective, coordinated, and targeted campaign. The AdFrames3 larger ad format delivered an enhanced viewer experience and created significant engagement levels for Honda.