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).

Across Europe, a decline in desire was causing a decline in Honda Civic sales.

Our 'Dad' target audience saw Honda as reliable and boring, when they wanted a cool, sporty car.

To drive re-appraisal we brought out 'the other side' of the Honda Civic - the racing-inspired Civic Type-R.

When the 'R' button is pressed the car goes into race mode.

We wanted people to experience this feeling with an online 'test drive'. (Google's research showed that 93% of people research online and 61% watch online films).

Our insight into the brand, the car and how/why Dads buy cars came together in our idea:

An interactive double-sided story of a Dad leading a double life.

By day, he's a Civic-driving, doting Dad. By night he's a Civic Type-R-driving, undercover cop.

Viewers created their own story by pressing the 'R' on their keyboard to switch between the perfectly matched films.