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Honda Geneva Motor Show

Honda partners with Visual Voice to promote new Type R Concept model with through social media at Geneva Motor Show

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By Gillian West, Social media manager

March 19, 2014 | 2 min read

Honda is promoting its new Civic Type R Concept model with a social media campaign entitled ‘Race-to-Road’ at the 2014 Geneva Motor Show, where the car made its global debut.

Honda has worked with creative technology agency Visual Voice to develop a socially amplified green-screen experience for Honda’s stand at the show, putting visitors in the driving seat. Described by the design team as a ‘racing car for the road’ the campaign highlights the fact that the design and development of the new Type R is firmly rooted in Honda’s racing knowledge and experience.

Visitors to the Honda stand are invited to have their photos taken against the green-screen with the image then used to generate entertaining and user-unique moving GIF files which show the participant behind the wheel of both the Honda Civic WTCC race car and the Civic Type R Concept. The shareable GIFs can then be personalised further by adding a passenger, such as WTCC driver Gabriele Tarquini, who helped with the development of the new Civic Type R.

Head of PR, Honda Motor Europe, John Kingston commented: “We are really pleased with this campaign…For new Civic Type R we are working towards developing a “racing car for the road”. The “Race-to-Road” campaign is a celebration of how Honda’s racing pedigree can help us develop truly exceptional cars for the road.”

Visual Voice creative director, Thom Shardlow, added: “Our primary goal for this campaign is to incentivise visitors to spend time on the Honda stand and share their experiences through engaging digital concepts. Giving them the chance to get behind the wheel of these cars, virtually and come away with something they can keep, share and talk about is the really exciting part.”

The Type R is expected to debut in Europe in 2015.

Honda Geneva Motor Show

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