Honda: Creating ‘unpredictable’ campaigns

So, were you sat in front of the TV waving your smartphone about during the ad breaks of Channel 4’s Big Fat Gypsy Wedding this week, shouting ‘”I’ve got one! I’ve got one!” like I was? If so, then like me you would have heard about the launch of Honda’s ‘This Unpredictable Life’ campaign, and were as eager as I was to try it out!

Always one of the forerunners of innovation, Honda created this campaign for the Jazz with Wieden + Kennedy, who have developed something that is both interactive and fun. You simply download the free app to your phone, which is then activated using ‘sound-synching technology’ by the music when the ad comes on TV, then you try to ‘catch’ one of the characters in the ad by waving your phone in front of the screen as they appear. Once ‘caught’ you can interact with them (for example, blow up the balloon by blowing on your phone or make them dance by singing). The app also gives you more information on the car and allows you to book a test drive.

This is a truly inspirational and beautifully created integrated campaign. My one negative comment would be that the information in the app on the car itself is really ‘thin’. In an effort to keep things light, fun and slightly abstract, they have missed the possibility to layer the information for people truly interested in finding out more. Whilst we are fast leaving the ‘drive all traffic to your website’ days behind, for something like a car, they should perhaps have looked at pushing users towards the more detailed information on the main website if they wanted to know more. Whilst a link to book a test drive is great – when was the last time you booked a test drive without knowing anything about the car itself?

Still, I can see that this is only the start of an increased link between TV advertising and mobile apps, and I for one am excited about the possibilities!


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