HONDA CIVIC APP

“To Each Their Own” was the launch campaign for the redesigned Honda Civic. The idea was that, with 5 different models to choose from, there was a perfect Honda Civic for anyone. Using a unique cast of characters to represent the different models, the commercials were light hearted and fun. My team was tasked with creating an engaging mobile extension for that campaign. By efficiently leveraging the campaign video and still shoots we rounded out the existing characters personas with unique content in the App. Each character was given a section that delivered on key product features of the Civic, culminating with a fun activity that explored the features further. From Mitch the zombie who taught consumers about the safety features in a Civic to Aiko the ninja who taught them about the nimble performance of the Civic Si, we created a product centered experience that was light hearted and memorable.

After clicking on a character you were taken to their vehicle landing page where the actual character from the television spots, shot on green screen, welcomed you, commented on the product features you engaged with, and encouraged you to try their interactive game to learn more. In the example above Mitch the zombie welcomes you, speaks a little bit about the features of his Civic and comments on your selections. In his activity you could x-ray the Civic to reveal it’s safety features, you could even x-ray mitch himself, throughout the activity he added personality to the experience by adding funny and informative commentary.