| Service: |
Interactive ad - dedicated advertiser location (DAL) |
| Client: |
Honda |
| Agency: |
Weapon7 |
| Build: |
Sky Interactive |
| Launch: |
April 2003 |
| Brief: |
Maximise exposure of the creative work to increase interest in the Honda brand and the theme, “The Power of Dreams” |
| Solution: |
Show the full-length ad more often on TV and distribute DVDs containing the content to viewers |
| Result: |
Over 10,000 people requested a DVD or brochure |
When an advertiser has powerful content, it is important to bring it to as wide an audience as possible. Honda Cog shows how interactive TV can extend the power and value of a traditional TV campaign and generate a significant return on investment.
The ad showed a continuous movement created by parts from the Honda Accord. The full length ad lasted for two minutes and was a masterpiece. It took 656 takes and a huge budget. But the nature of TV airtime meant the two-minute ad received few airings with the majority of the campaign being the 30-second cut down.
The brief was to use interactive TV as part of a multimedia campaign to maximise the exposure of the creative work thereby increasing interest in the Honda brand and the theme, “The Power of Dreams”.
Weapon7’s approach was simple: show the full length ad more often on TV and distribute DVDs containing the content to viewers. The design played the two-minute ad in full aspect ratio giving it a filmic quality. Viewers could then choose to order a brochure or DVD without interrupting their viewing. In this way, Weapon7 could effectively increase the exposure of Honda’s two-minute film using 30 seconds of airtime.
Over a quarter of a million viewers “pressed red” to spend more time with the Honda brand. Ninety-seven per cent of viewers rated their experience positively with an average dwell time of 2.5 minutes. A significant minority spent up to 10 minutes watching the ad.
Over 10,000 people requested a DVD or brochure, equating to a response rate of 0.32 per cent – five times the car category average. Honda has used this data to arrange a significant number of test drives.
Valuing the business leads and the (discounted) airtime equivalent, Weapon7 believe they created a return on investment of over 200 per cent at a time when bandwidth was more expensive than the current market rate.
Download the full “Honda Cog” case study as a PDF file