Honda has launched a new smartphone application, designed and produced by Nexus/H, to support the introduction of its new Civic model across Europe.
The app includes several interactive elements, such as a game to show where items can be stored in the interior and luggage storage areas through the Honda “Magic Seats” system; creating a “wind tunnel” experiment through the smartphone mic to see some of the key aerodynamic and handling characteristics of the Civic; and the ability for users to “explore models” and to create their own new Civic, choosing model, engine, grade and colour, with a social media and email facility to post and share their model on Twitter or Facebook.
Martin Moll, head of marketing at Honda UK, said: “People today want information as part of their journey towards purchase but simple data and stats can be pretty dull. With the new mobile app the challenge was to really engage with the audience whilst at the same time deliver a relevant and involving interaction. In many ways this is the same experience we are trying to reflect in the new Civic when you discover something new and innovative.”
Glenn Smith, creative director at Nexus/H, added: “Creatively the app had to be imaginative and unique, technically it had to be challenging and innovative but most importantly the app had to be useable and of real commercial value as part of the customer journey towards purchase.”
The app is available in both the Apple App Store and the Android Market.