10th Honda Civic Forum banner

1 - 7 of 7 Posts

·
Premium Member
Joined
·
152 Posts
Discussion Starter #1


Great, Greater or Greatest? RPA's new interactive ad for the 2016 Honda Civic allows you to send one couple on a series of escalating first dates.

The story stays the same through the three scenarios. Boy picks girl up, they drive the same roads and end up in the same places. The song remains the same but the details change.

They go from wearing jeans and T's, to business casual, to full on '70s prom. Their actions change slightly as well. They politely smile at each other at the boys music choice, in Greater they bop along, by the time we get to Greatest there is a tenor sax man providing tunes from the back seat.

"The typical online demo video is a valuable tool for someone who is getting close to buying a vehicle and wants to get a closer look at the specifics," Jason Sperling, executive creative director at RPA, told AdFreak. "And up to now, it's all followed a similar formula. By creating a unique piece of entertaining content that invites deeper levels of interaction, it makes it more than just a utilitarian tool for a select few. It makes it memorable, sharable and a worthwhile piece of content."

We feel RPA and Honda left a few details on the table. For instance it would of been a fantastic opportunity to demonstrate the Civics escalating trim content. An LX in Great, an EX or EX-T in Greater and a Touring in Greatest.

Regardless it's a cool effort to engage a younger demographic, Honda is counting on social sharing for the message to make the rounds. The content is clickable and sharable, but Honda should really consider making the video available outside of their website if they want to maximize reach.

Don't worry though, you can watch it here on 10th Civic Forum, in triplicate!

 

·
Registered
Joined
·
205 Posts
embarrassing commercial. Is this really how honda thinks about its young shoppers? I'm 25 and this means nothing to me...
 

·
Registered
Joined
·
991 Posts
embarrassing commercial. Is this really how honda thinks about its young shoppers? I'm 25 and this means nothing to me...
It does a lot more for me than most other commercials. I was engaged the whole time. I think it shows how the Civic is applicable to many different strata of people. It's also entertaining.

What should they have done instead?
 

·
Registered
Joined
·
205 Posts
It does a lot more for me than most other commercials. I was engaged the whole time. I think it shows how the Civic is applicable to many different strata of people. It's also entertaining.

What should they have done instead?
you were engaged the whole time... what does that mean?

And what does that mean in the scheme of things. So you were 'engaged', are you more likely to buy a Civic now? Hard to say you're already interested in buying a Civic no? It's locked into Hondas website so it's not courting prospective conquests, its speaking to an already captured audience.

So honda is spending all this money to convince people who are already going to buy Civics that they should buy a civic?

P.S how does it show a different 'strata' of buyer. All 3 ads feature a mid 20s white couple... again, a traditional audience of the Civic.
 

·
Registered
Joined
·
1,587 Posts
I think it's more for entertainment than actual advertisement. At least for me that is. I just watched it because it was amusing.
 
1 - 7 of 7 Posts
Top