HONDA CLARITY PLUG-IN HYBRID campaign
PROBLEM: People didn’t fully understand how plug-in hybrids worked. Did they need to be charged? What happens when the battery runs out? So many questions.
SOLUTION: Make things as easy to understand for them as possible through all communications.
WHAT YOU’LL SEE: A 360, integrated campaign with social, TV, radio, digital (including IBM’s Watson’s most successful ad in history), print and OOH.
SOCIAL / the long & short of it
We partnered with a content creator and created a Facebook Canvas concept that offered a thorough and deeper dive into how the plug-in hybrid works. But also offered a much shorter and visually funnier version for those who wanted a simpler understanding. Users could choose which video they wanted and could navigate through all the most popular questions people had about the Clarity PHEV.
TV :30 / (aired during nba finals)
CREDITS
SVP Chief Creative Development: Jason Sperling
Creative Directors: Fabiano De Queiroz, Mike Van Linda
Executive Producer: Isadora Chesler
Senior Producer: Ryan Radley
EVP Chief Client Officer: Brett Bender
VP Group Account Director: Adam Blankenship
MGMT Supervisor: Jacob Gentry
Account Executive: Christopher Varela
SVP Group Strategic Planning Director: Christian Cocker
Director: Guto Terni, Vinicius Costa (Roof)
DP: Eric Treml
Music: Buzzy
Music Mix: Dave Wagg (Lime)
Copywriter: Anthony Cardenas (ME)
Senior Art Director: Hide Konishi
DIGITAL AMAZON EXPERIENCE
We even did an email campaign for people who requested it on their Amazon device.
DIGITAL / IBM WATSON ADS
Before AI was cool, we partnered with the Weather Channel and IBM Watson to create an AI ad where users could ask Watson a slew of questions about the Clarity Plug-In Hybrid and be fed responses immediately. It was…a lot of writing, but worth it. This was the most successful Watson ad in their history, with consumers activating the Honda Watson ad experience 3.3x more compared to all other Watson campaigns.