Honda Motor Europe has today announced the launch of Real View Test Drive, its biggest-ever European content programme.
The platform was developed in partnership with global marketing and technology agency DigitasLBi and is the first work to launch since the agency was appointed as Honda’s pan-European content agency of record in 2016.
Based on research which shows that the average car buyer only visits one or two dealerships during their three-month car-buying process, Honda has worked with DigitasLBI to create a platform which brings the test-drive experience to prospective customers through digital channels, so they can truly experience and understand what it’s like to drive a Honda without stepping inside a showroom.
The Real View Test Drive content platform aims to bring the test-drive experience to life, offering potential Honda buyers a unique, immersive experience of the Honda vehicle of their choice.
Honda has worked with DigitasLBi to develop film content for each of Honda’s four key models: the CR-V, the HR-V, the Civic 5-door and the Jazz. The films are split into two sections. The Drive offers a real-life first-person test-drive narrative experience, created in partnership with Mad Cow Films; while The Showroom features a virtual CGI environment that clearly demonstrates and explains multiple complex features in a simple, easy-to-understand way. CGI for the films was developed by creative production studio Saddington Baynes.
The film for each model features a drive experience housing five showroom demonstrations, each of which have been crafted around specific user needs using search, social and NCBS data.
The first Real View Test Drive experience to go live is the Honda Civic 5 Door, with other experiences launching over the coming weeks.
Content will be housed on Honda’s digital platforms, across 22 European markets, with additional activity on YouTube and other social channels.
Gav Gordon-Rogers, Executive Creative Director, DigitasLBi said:
“We’re delighted to be launching this ambitious programme with Honda. Our creative has been informed by rigorous data research from the word go, so we’re confident that the films will speak to prospective customers on both an emotional and informational level. It’s an exciting way to develop meaningful content.”
Louise Furneaux, European Communications Manager, Honda Motor Europe added:
“It is clear that the last few years have seen a significant shift in the customer purchase journey. The move away from more traditional ‘face to face’ research methods was clear, so we decided it was time to provide the customer with a range of engaging digital content to highlight the features of Honda models.
“The aim of Honda’s marketing efforts is to always find the most impactful, relevant ways to reach our consumer target and engage with them on a personal level. Real View Test Drive does just that.”
DIGITAS GLOBAL BRAND PRESIDENT