BRIEF

Honda cars are seen as reliable and boring. To drive re-appraisal, we wanted to showcase the racing-inspired

Civic Type R to bring out the ‘other side’ of Honda.

EXECUTION

An interactive, double-sided YouTube film comprised of two parallel stories.

The ‘other side’ of Honda is revealed when ‘R’ is pressed on their keyboard, just like pressing ‘R’ in the car.

RESULTS

5m visits, +90% of traffic driven organically, +90,000 social shares.

Average dwell time 2min 52sec.

Traffic to the Civic website doubled and +5000 people signed up to find out more about Type R.

Brand consideration doubled for those who pressed ‘R’.

A web experience made up of two parallel and interlinked stories. The biggest challenge was ensuring smooth and accurately synchronised playback with latency free switching between the two films. Dedicated desktop and mobile/tablet versions were optimised to make the latency-free switching between stories possible.

'The Other Side' was simultaneously rolled out to 22 regions across Europe, integrated directly in each market's own YouTube channel yet accessible to all through the single global campaign URL.

Following the experience, participants were encouraged to share before learning more about the Civic range on Honda's existing websites.

The experience was captivating for viewers:

• Average dwell time 2min 52sec (entire length of the experience).

• In research the interactive film scored 58% for captivation (car ad norm 34%).

• 5m visits to the site (90% organic)

• 90,000 shares on social networks.

We created interest in Civic:

• Traffic to the Civic pages doubled due to click-through post experience

• Over 5000 people gave their email addresses to find out more about the Type-R - five times Honda's target.

We addressed the brand and business challenge:

• Consideration doubled when people pressed 'R' and experienced 'the other side'.

• Overall brand desire increased (9.2% pre campaign to 12.3% post campaign).