Honda has recruited the services of creative agency Southpaw to help it drive sales of its new Honda Civic Type R, scheduled to hit garage forecourts from July.
Following a competitive pitch Southpaw will be tasked with devising a digital and social campaign for Europe to communicate the vehicle's key characteristics to a younger demographic, commencing with a film designed to impart Honda’s history to its audience while bringing them up to speed with its latest technological advances.
Tom Poynter, group managing director at Southpaw commented: “The automotive category is in abundance of highly engaging and immersive content experiences and our pitch response was to really push Honda further than they have gone before. We are looking to move people from digital to the forecourts and our content solution will be at the heart of that customer experience.”
Fabrice Esteve, marketing communications (Automobiles) department manager at Honda Europe added: “Our brand new Civic Type R is engineered to be the most engaging hot hatch on the market. As launch in Europe will mainly focus on digital and social, our primary goal was to create surprising and emotional content to illustrate Honda brand DNA through this iconic model. Southpaw has succeeded in capturing the essence of Type R, and I believe this campaign will drive desirability and engagement for the Honda Civic range and the Honda brand.”
Following its appointment Southpaw will handle all digital, social and influencer content for the Type R’s launch.