| Title | THE OTHER SIDE |
| Brand | HONDA |
| Product/Service | THE NEW HONDA CIVIC MODEL |
| Category |
A08. Use of Music/Sound Design |
|
Entrant Company
|
FACTORY London, UNITED KINGDOM
|
|
Advertising Agency
|
WIEDEN+KENNEDY London, UNITED KINGDOM
|
|
Production Company
|
SOMESUCH London, UNITED KINGDOM
|
|
Production Company 2
|
STINKDIGITAL London, UNITED KINGDOM
|
Credits
| Anthony Moore |
Factory |
Sound Engineer |
| Tom Joyce |
Factory |
Sound Engineer |
| Scott Dungate |
Wieden/Kennedy |
Creative Director |
| Graeme Douglas |
Wieden/Kennedy |
Creative Director |
| Tony Davidson |
Wieden/Kennedy |
Executive Creative Director |
| Kim Papworth |
Wieden/Kennedy |
Executive Creative Director |
| Paul Knott |
Wieden/Kennedy |
Creative |
| Tim Vance |
Wieden/Kennedy |
Creative |
| Lou Hake |
Wieden/Kennedy |
Agency Producer |
| Danielle Stewart |
Wieden/Kennedy |
Executive Agency Producer |
| Daniel Wolfe |
Somesuch |
Director |
| Tim Nash |
Somesuch |
Executive Producer |
| Dougal Meese |
Somesuch |
Line Producer |
| Arpad Ray |
Stinkdigital |
Technical Lead |
Creative Execution
A web experience made up of two parallel and interlinked stories running simultaneously, the biggest challenge was ensuring smooth and accurately synchronised playback with latency free switching between the two films. Dedicated desktop and mobile/tablet versions were optimised to make the latency-free switching between stories possible.
'The Other Side' was simultaneously rolled out to 22 regions across Europe, integrated directly in each market's own YouTube channel and accessible to all through the single global campaign URL. Following the experience, participants were encouraged to share before learning more about the Civic range on Honda's website platforms.
Average dwell time was 2min 52sec, the entire length of the experience and a figure that far exceeds averages. In advertising evaluation research, the film scored 58% for captivation, versus the car ad norm of 34%. There were 5m visits to the site, with 90% of traffic driven organically, and over 90,000 social network shares. Traffic to the Civic website doubled due to post-experience click-throughs. Over 5000 people gave their email to find out more about the Type-R, far exceeding targets. Consideration doubled when people pressed 'R' and experienced 'the other side'. Brand desire increased 32% pre to post campaign.
Across Europe, a decline in desire was causing a decline in Honda Civic sales. Our 'Dad' audience saw Honda as reliable and boring, when they wanted a cool, sporty car.
Honda has the epitome of that in the Civic Type-R, a racing-inspired machine with a cult following. We’d bring the models together, showing the car they thought they knew along with 'the other side' of the Honda Civic.
Knowing 93% of buyers research online to inform their purchase, our idea was an interactive film, a double-sided story of a man leading a double life: By day, a Civic-driving, doting Dad; By night a Civic Type-R-driving, undercover cop.
The type 'R' car has an R button that switches it into race mode. In a neat parallel, pressing the 'R' button on the viewer’s keyboard switches between two perfectly matched films to create their own experience of the two sides of Civic.