Honda adds interactive element to epic £6m Accord ad

LONDON - Honda is backing the £6m relaunch of its Accord model with its first interactive television campaign based on the new 'cog' spot.

Breaking on April 14 on Sky Digital, the interactive ads will prompt viewers to press the red button to receive a DVD or a brochure. The DVD includes a full version of the ad and a making-of documentary, as well as virtual tours of the Accord. One million copies are to be distributed.

The interactive campaign was designed by Weapon 7, a creative partnership focusing on iTV. The interactive elements are designed to fit in with the style of the ad. Media is by Starcom Motive.

The "cog" ad was created by Wieden+Kennedy and broke at the weekend during the Brazilian Grand Prix on ITV. It is unusually long for a television ad at two minutes, and lacks the usual driving shots.

Instead, it shows an intricate chain reaction of 85 car parts, set up in a domino effect. It took 606 takes to get right, and five months of planning and experimentation. The ad shows parts including cogs, car batteries and walking windscreen wipers forming a chain reaction that eventually causes a Honda Accord to roll down a ramp.

Simon Smith, creative director at Weapon7, said: "The interactivity complements the above-the-line campaign and increases exposure for the whole 120-second advertisement, which runs in a loop within the dedicated advertiser location.

"Viewers are only prompted to enter their names to order the free DVD or brochure. Thus data entry is kept to a minimum and exposure to the continuously played "cog" commercial is maximised."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).