With the all-new 2016 Honda Civic already launched, the Japanese manufacturer wanted to use a highly creative integrated ad campaign to reflect the car’s “new-from-the-ground-up” personality.
This 30-second spot is well put together, both from a creativity perspective as well as from a visual one, as the Civic Sedan literally travels from the engineer’s imagination and into reality on a rollercoaster-like road which surrounds the engineer’s head.
The idea behind this concept was that the man’s imagination would materialize around him as he thought up a new look for the Civic – and that’s pretty original.
The campaign will run across all social media platforms with Instagram including marquee video ads on Jan 8th, featuring the unexpected nature of the all-new Civic. Other platforms such as Snapchat, Twitter, YouTube and Facebook will obviously be heavily relied upon as well.
Focus-wise, Honda wants the campaign to reach Millennials, mostly, which is why there are going to be placements across not just network and cable TV, but also online video, gaming and mobile. There will also be a collaborative 3-part video series by Buzzfeed which according to Honda, will appeal to both the general market and Hispanic audience.