Honda launches 'real view' test drive in biggest European content programme

Honda has launched what it claims to be its biggest-ever European content programme with a "real view" test drive experience.

Honda: invites customers to test drive its cars virtually
Honda: invites customers to test drive its cars virtually

It is the first work to launch since Honda Motor Europe appointed Digitas LBi as its pan-European content agency of record last year. 

The platform allows prospective customers can test drive one of four Honda marques: the CR-V, the HR-V, the Civic 5-door and the Jazz.

The 5-Door Civic experience is the first to go live today, with the other experiencing launching over the coming weeks.

Films are split into two sections. "The drive" (above) offers a real-life first-person test-drive narrative experience, which was created by DigitasLBi in partnership with Mad Cow Films. "The showroom" (below) features cars’ in a virtual environment. It was developed by creative production studio Saddington Baynes.

Sam Clements and Bernie Thornton wrote the copy for the films, which were directed by Ryan Heron and Justin Hackney.

Honda will host the content on its digital platforms across 22 European markets, with additional videos to be posted on YouTube. 

DigitasLBi won Honda’s pan-European content business last year after a competitive pitch and was tasked with developing a "fully integrated suite of engaging and informative content for the Honda car brands". The Publicis Groupe agency had been working with 2012 on digital platform work. 

Louise Furneaux, European communications manager at Honda Motor Europe, said: "It is clear that the last few years have seen a significant shift in the customer purchase journey.

"The move away from more traditional ‘face to face’ research methods was clear, so we decided it was time to provide the customer with a range of engaging digital content to highlight the features of Honda models. 

"The aim of Honda’s marketing efforts is to always find the most impactful, relevant ways to reach our consumer target and engage with them on a personal level. Real View Test Drive does just that."