HONDA CR-V INTEGRATED LAUNCH
The All-New CR-V launched with a campaign idea called “The Leap List.” It encouraged people to make a list of everything they wanted to do before they settled down. The CR-V was positioned as the vehicle to help them tackle that list. To support the launch and extend the campaign, we created a website where people could create and share their Leap Lists, a dealership brochure, regional dealership support videos, as well as a variety of banner ads using both standard and rich media.
ACCOLADES:
Los Angeles ADDY’s - Gold - Integrated Campaign
Los Angeles ADDY’s - Gold - Brochure Design
IAB MIXX Award - Silver - Cross Media Integration
Linked to Facebook, the website brought the campaign to life by allowing users to make their own Leap List. In addition, they were able to share it, view featured Leap Lists, and share photos and videos of their adventures. The images above were all captured from the live site, and as you can see, there were some pretty big adventures.
The brochure concept used a specific Leap List as a way to showcase and demonstrate all the great features of the CR-V. Want to join a band? Let’s talk about the cargo capacity. Surf and Snowboard in the same day? Let’s talk about fuel efficiency, power and all-wheel drive. The last page of the piece featured a detachable Leap List that was ready to fill out, with a call for consumers to share their list online.
The campaign extended into email marketing and digital banners as well, allowing us to extend the concept in unique ways. Several email designs were created ( above left ) that tied into the leap list ideas shown on the website and in the brochure. Banner ads used the interactive medium to create fun interactions with the concept. For example, in the color picker ( above ) every time a user picked a different car color, the background design and Leap List items would change.
Regional markets needed marketing content that was aligned with the spirit of the campaign, but that didn’t reference it directly, because they wanted to be able to run it for a longer period of time. The above video was made to express the idea of getting out on an adventure while showcasing all of the great new features the CR-V has to offer. It was finished in multiple lengths to fit their specific media buys.