ABOUT

Client: Honda Motor Europe
Agency: Digitas LBi

BRIEF
To create a series of engaging online films for Honda's Real View Test Drive campaign. Our visual designs showcased the key features of Honda's Jazz, HR-V, CR-V and all-new Civic models – effective across 22 markets in 17 languages. The films take place in a unique virtual ‘Showroom’, specifically designed to engage viewers on a subconscious emotional level, as well as uphold Honda’s brand values.

SOLUTION
This project required an army of automotive specialists, a robust proprietary pipeline and input from our unique Engagement Insights consultancy service. Engagement Insights was able to uncover consumer responses using neuroscience techniques to identify and optimise key points of visual impact. We fused together live video, CGI and motion graphics, smoothly turning a large scale integrated production into a streamlined campaign launch. Altogether, we delivered almost 60 minutes of content for the 20 digital films: over 300 shots and 900 outputs for four different vehicles!

Working closely with Digitas LBi, we designed and built a CGI 'showroom' environment where prospective buyers can enjoy and online learning experience about key features and innovations of the Honda range.

Due to the scale of this campaign, it was vital to measure potential impact on buyers before the campaign went live. Engagement insights allowed us and the team at LBi to validate key creative decisions - such as realising the perfect environmental design for the showroom, colour and light, and material finishes. By providing tangible evidence of our imagery's effectiveness, instead of relying purely on gut instinct, we gave our client confidence that creative potential of Real View Test Drive would be maximised.

Honda's largest pan-European campaign to date was launched using clear predictive analytics about the public's emotional response to imagery, supplied by Saddington Baynes. In a world first for any Auto brand, Honda have successfully applied Implicit neuroscience techniques throughout campaign production, helping to shape and define key visual language.