Title	TYPE R FOR THE TYPE R
Brand	HONDA
Product/Service	HONDA CIVIC TYPE R
Category	B04. Use of Digital Content
Advertising Agency	WIEDEN+KENNEDY London, UNITED KINGDOM
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Entrant Company	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM

Name	Company	Position
Dan Brewer	Starcom Mediavest Group	Global Network Client Digital Director
Alex Budenberg	Wieden/Kennedy London	Account Director
Duncan Sillence	Starcom Mediavest	Global Client Managing Director
Gillian Blair	Starcom Mediavest Group	Associate Creative Director
Ana Dragomir-Heinrich	Starcom Mediavest Group	International Account Manager
Bas Marijnen	Starcom Mediavest Group	Senior International Account Executive
Yasmin Firoozieh	Starcom Mediavest Group	Senior International Account Executive
Elliott Millard	Starcom Mediavest Group	Planning Manager

Brief Explanation

Honda wanted to harness the Civic Type R to drive excitement around Honda and the Civic brand, appealing to a younger audience (current age of Honda buyer is 55+) and bringing new buyers into the brand. It is a race car for the road, not just a high performance road car. Honda wanted to embrace the Type R to help position the brand within the communications pillars of ‘Sporty’ through a race car for the road and ‘Advanced’ through the advanced engine; with the aim of haloing this image onto the Civic and Honda model range.

Results and Effectiveness

Both mastheads served a combined 14.4 million impressions, with the interactive masthead accumulating a total of 24,576 "R" switches. We served a total of 7.5m views of both 30 and 5 second trailers on YouTube, driving 136,426 clicks to the interactive experience. Xbox 360 activity had an average of 48 "R" switches. Forza activity produced 7,000 completed laps (average lap times were 10 minutes), equating to 1.5 months of brand interaction on this alone. Overall campaign lead to a 3% increase in brand awareness. All the available Type R models were sold out leading to a 14% sales volume increase.

Creative Execution

We implemented a digital media approach around the interactive experience hosted on Honda's YouTube Channel. We activated two YouTube mastheads, the second embracing the same "R" typing mechanic as the interactive experience. YouTube Trueview activity targeted users across Europe. A combination of 30 and 5 second trailers would drive users to the interactive experience. This was supported by promoted tweets with TV conversation targeting and serving trailers of the creative. We leveraged Xbox activity to 'gamify' the interactive experience. Users could also complete a Forza Honda Civic challenge, both allowed users to download exclusive Honda content for their Xbox.

Insights, Strategy and the Idea

The target audience is split into two groups, a core 'hot hatch' audience and a broader conquest audience. Hot hatch cars have an older audience (30-50) buying and driving new hot hatch cars. The cars appeal mainly to males, both style and performance of the car is also a critical must. Broader motor enthusiast audience are interested in car innovation and overall mechanics. They are avid consumers of car content, be that TV programmes, articles or forums. Technology and gaming is an interest evident in both audiences lives as a whole which led us to target online and gaming platforms.