Honda Motor Europe has today announced the launch of The Honda Civic Live Challenge, an integrated social campaign to drive consideration of the all-new Honda Civic. The initiative was developed as part of Honda’s ongoing partnership with global marketing and technology agency DigitasLBi.
Honda and DigitasLBi identified that the all-new Civic’s 30-40 year-old target enjoy interacting with new and exciting experiences online. This led them to create a campaign which enables prospective buyers to experience the challenging spirit of the all-new Civic.
The campaign takes the Honda Civic’s ‘Welcome Challenge’ mantra and brings it to life in social channels, taking prospective customers on a 48-hour virtual treasure hunt across different platforms and enabling them to experience the Civic.
Participants collect clues along the way and ultimately decipher a postcode for the chance to win a 2017 Civic for a year. Over the course of 48 hours, Honda will launch a series of six challenges via Facebook Live, prompting participants to visit other digital destinations in order to find the answers.
The campaign will run on Honda’s digital platform as well as on social channels including Facebook, YouTube, Instagram and Twitter, in the UK, Germany, France and Spain. The initiative is also supported by paid media activity, developed by Dentsu.
Darren Wood, Creative Director, DigitasLBi said:
“When they developed the new Civic, Honda’s engineers threw out the rule book and challenged themselves to create an entirely new car from the ground up - so we needed to find a fresh approach and challenge our target audience’s opinion of the brand in order to make them consider the Civic.”
Claire Dunford, European Social Media Section Manager, Honda Motor Europe added:
“In order to get our audience excited about the all-new Civic, we needed to create something which would have real cut-through in newsfeeds and stand out from all the social noise. This fun and engaging campaign enables prospective buyers to learn about the Civic in a unique way, whilst staying true to the challenging spirit of the car.”
DIGITAS GLOBAL BRAND PRESIDENT