BRAND OWNER :Honda
REGION :Ireland
DATE :Jun 2008 - Jul 2008
To launch the Civic Type R vehicle model, Honda wanted an interactive campaign that captured the imagination of people in Dublin, Ireland.
Honda teamed up with JCDecaux to create an innovative new out of home format.
REGION :Ireland
DATE :Jun 2008 - Jul 2008
To launch the Civic Type R vehicle model, Honda wanted an interactive campaign that captured the imagination of people in Dublin, Ireland.
Honda teamed up with JCDecaux to create an innovative new out of home format.
The special build was a 2D cut out of the back of the car with special lighting in the brake lights, smoke machines in the exhausts and a sonic element incorporated into it.
There was a text number on the poster that was linked to the controllers of the lights, smoke and sound. Passers by could text the number to “start” the car.
On doing this, the brake and indicator lights on the car started to flash, smoke came out of the exhausts and the roar of the engine was emitted from the board.
The sender then received two messages on their phone – one from Honda saying “thanks for participating, hope you enjoyed the show”, and the other gave a link to a specially designed mobile site that contained more information on the car (images of the interior, specs etc.).
A bluetooth unit contained in the build also picked up on any bluetooth enabled phones in the area, allowing people to download the roar of the engine as a ringtone.
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