QUICK CASE STUDY: Driving home the message - To create awareness amongst its target market, Honda's HR-V needed a pan-European viral campaign. But it ended up going global, as Rob Gray reports

After successfully launching the three-door HR-V 'Joy Machine' in

1999, Honda decided to introduce a five-door model for the European

market.



Dow Carter and The Leith Agency worked closely with the client to

develop a viral campaign that would create awareness across Europe among

25-35 year-olds.



Unlike the conventional approach to advertising, in which media costs

amount to the lion's share of spend, the entire advertising budget was

devoted to production. Leith shot 10 different 'commercials' that were

then compressed into MPEG files. Each short, amusing commercial sought

to capture a sense of 'energy and fun' in keeping with the car's

positioning.



A dog, for example, sniffing at the car gets sprayed as the vehicle

cocks one of its wheels; and a man attempting to inflate a tyre with a

foot-pump succeeds only in blowing himself up.



Testing the waters



The first of the commercials, 'Wash', was e-mailed out to about 500

people within the target age-range who were personal contacts of

employees at Honda, Leith and Dow Carter. No mailing lists were used.

The aim was to start small but create viral momentum.



In order to measure the effectiveness of the campaign a web site

(www.hondajoymachine.com) was developed by Dow Carter. The URL for this

was only published on the end-frame of the e-mailed commercials.



"We wanted to do something that was simple but fun," says Dow Carter

creative director Marie Storrar. "And as it was a pan-European campaign

we had to keep words and instructions to a minimum in English.

Consequently, we made the site quite intuitive."



The web site Dow Carter created for the three-door Joy Machine had used

Tamagotchi - the Japanese virtual pet toy - as a broad theme. Continuing

in this playful vein, the five-door site used the View Master toy in its

imagery.



View Master, as most of us will recall from childhood, is a device for

seeing images in 3-D.



But with the 5-D (five-door) Honda, the implication was that this

product would enable drivers to see the world in an even fresher way.

Dow Carter made prominent use of the slogan 'Now in glorious 5D'.



About a third of the budget went on the web site, where content included

the 10 commercials made by Leith and an interactive 'movie generator'

game devised by Dow Carter that allowed visitors to pick the elements

they wanted - location and characters and genre - to create a short,

animated movie from a set of options. After typing in their own

dialogue, they could e-mail the finished product to friends.



"Tens of thousands of people used the movie generator," says Storrar.

"That turned out to be popular because you are getting people to create

something."



The virus takes off



More prosaically, but vitally, the site also contains images of the

vehicle and technical specifications for those attracted to the site

that have a genuine desire to learn more about the car.



By the end of the first week of the campaign, page views had reached

11,000 a day. As the viral campaign really took off, this almost doubled

to 21,000 page views a day. This equated to around 3,500 user sessions

per day. Analysis showed that traffic increased towards the end of the

week, dropping off at weekends, and creating a saw-tooth pattern of

peaks and troughs.



Average time spent on the site per session was six minutes, a figure

that remained fairly constant throughout the campaign.



Visitors spent more time on the technical details page than on any other

part of the site, showing that genuine interest had been created.



Qualitative analysis of server statistics found that viewers originated

from multinationals such as Arthur Andersen, Hewlett Packard and JP

Morgan as well as more obscure organisations like Robins USAF Base and

the Latvian Department of Justice.



Although intended as a European campaign, the viral message is known to

have spread worldwide. Since launch last year, the site has had over

750,000 user sessions - including a full length article in the Sydney

Morning Herald.



The total number of people to have seen the viral e-mails is impossible

to quantify, but Dow Carter thinks it could be as high as 25

million.



"Compared to anything we are doing with conventional above-the-line

media, the return on investment has been enormous," says Honda's

communications manager Chris Brown.



"We firmly believe this is a different kind of dialogue and that we can

have far greater impact on people (who visit the site) because we have

their full attention," he pointed out.



FACT FILE

Campaign: HR-V Joy Machine Five-Door

Agency: Dow Carter, The Leith Agency

Client: Honda Motor Europe

Budget: £120,000

Objective: To build awareness of the car amongst 25-35 year olds across

Europe



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