New Honda campaign utilises social plugins, engagement ads and apps
Honda has unveiled a campaign on Facebook to support the launch of the new Honda CR-Z: the world’s first sporty hybrid coupe.
Integrating a range of new Facebook social plugins, the campaign aims to give a more social experience, reflecting “the choice and fun-to-drive qualities of the CR-Z as well as helping consumers experience the hybrid’s innovative 3 driving modes”.
The campaign has been developed by media agency Starcom, and is supported by content from digital creative agency Collective.
The four main elements of the campaign are a Facebook engagement advertising campaign to maximise the reach and engagement, a Nielsen BrandLift study identifying the impact of the online activity, a Facebook application, and the integration of Facebook social plugins to the Honda.
The Facebook engagement advertising will break in three phases, with the first phase – Reach Block – launching today (4 June). This will target Facebook users who log into their account within that 24 hour period, and will include a number of iterations suggesting you ‘Like’ Honda UK on Facebook or take-part in a Honda UK poll.
Phase two runs from 11-18 June and this exclusion targeting is specifically aimed at those not exposed to the advert on June 4.
The last phase re-targets everyone who interacted with either of the previous phases with a sampling ad and runs from 19-25 June, encouraging further engagement with the brand.
The Honda UK Facebook Page and Facebook app have been created by Collective, and will allow users to create a unique, personalised piece of art, which can then be downloaded, made into mobile wallpaper, shared via Facebook, or used to personalise the Honda UK website.
Honda UK head of marketing Martin Moll said of the new campaign: “It was important that our campaign for CR-Z was as unique and innovative as the car itself. The Mode Art application not only involves customers in a unique experience and creates something they can share, but it also highlights some of the key features of the car. We're also breaking new ground in the way we're reaching target consumers on social networks, which should result in the right audiences engaging with the campaign during the launch period."
And Facebook’s Stephen Haines commented: “It’s great to see such an innovative brand using Facebook in such a creative way over numerous touch points on the Facebook Platform, both in terms of the ad targeting behind the campaign and the content.”