Here's an award winning integrated campaign by Honda to promote it's sporty Element. It combined, TV spots, search marketing and even YouTube videos!! The agency that designed the campaign ended up winning an award which isn't too surprising.Why is this campaign so good?
- It's a great product. Start off with a great product and you're off to a good start
- It's fun. It's game that allows you to test drive the car above ground and below. This represents the car as it seems like a fun car.
- It's funny! You're interacting with rabbits and other animals. At one point the car tells a rabbit that its feet are huge and that it must get great traction. The Element that informs the rabbit that it has 4 wheel drive.
- It hits its target market. I think I'm part of this market as I've noticed this car and may consider it if/when we purchase a new vehicle.
- Its integrated. a. you have TV commercials that kicked this off. b. you have a website that directly relates to the commercial. How do I know this? Check out the META tag description the campaign site: <meta name="description" content="So you like that funny Honda Element TV commercial, huh? Well, then, come play a game or two with the Element and friends on an adventure-filled island. The Element is definitely a different animal.">. c. you have a site that's finely tuned for search (try searching Honda Element TV commercial) d. It's even advertised on frickin' Wikipedia and Youtube. They've got the bases covered.
The only thing they may have missed was including a link from the main Element profile page on the Honda site (Duh??). That happens sometimes when the left hand can't speak to the right.
Have a great weekend!
Chad H.
PS - If your recall, Honda has done some other great commercials - remember the Cog Commercial?
PPS - What if Honda had included a blog for this camaign so we could keep the buzz going about this great car and great campaign?? Blogging still has a ways to go before it breaks into B2C full force.
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