Cannes Lions

Accord "Tower of Success"

RPA, Santa Monica / HONDA / 2018

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Overview

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Credits

Overview

Description

We brought Honda's belief that "Better is a never-ending quest" to life with animated trophies, each offering wisdom about pushing yourself beyond your best, even after success. From there, we took this message to Facebook, where people naturally celebrate each other's accomplishments, with a highly ambitious campaign. People took control of our message with the ability to award their friends for achievements with a custom animated trophy. Over 150 unique award videos were released to hyper-targeted audiences on social media. People nominated their friends by tagging them in the comments. Then, using a customized software engine, we created an endless number of personalized video responses, instantly, featuring an animated trophy with the recipient's name on the plaque and a message from their friend. The campaign succeeded in building interest for the Accord, while celebrating others' achievements, rather than bragging about our own.

Execution

Data and research revealed the Accord's target audience consists of Innovation enthusiasts, tech people, entrepreneurs, sports fans, entertainment fans, film fans, music lovers, musicians, food lovers, and travel enthusiasts. These core groups are what we based our awards around. Our focus was Facebook because it's where people share their achievements naturally and where the most personal interactions between friends and family occur. It also offered us the most precise targeting capabilities to get our videos to the most specific groups. We also targeted culturally relevant moments like the Super Bowl, Academy Awards, and Olympics, that way we were able to reach people when they were the most actively engaged in a specific topic.

Outcome

Data and research revealed the Accord's target audience consists of Innovation enthusiasts, tech people, entrepreneurs, sports fans, entertainment fans, film fans, music lovers, musicians, food lovers, and travel enthusiasts. These core groups are what we based our awards around. Our focus was Facebook because it's where people share their achievements naturally and where the most personal interactions between friends and family occur. It also offered us the most precise targeting capabilities to get our videos to the most specific groups. We also targeted culturally relevant moments like the Super Bowl, Academy Awards, and Olympics, that way we were able to reach people when they were the most actively engaged in a specific topic.

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