2019 Winners & Shortlists

Background.

Honda is a brand known for its legacy of engineering innovation. They push the limits of technology to set precedents and then go beyond. So was the case when they launched the 10th generation Honda Accord in 2018. With a complete design makeover and futuristic safety, performance, comfort and style makeover, they launched the car with a simple, but brave claim: “The most impressive Honda yet.” No matter what customers were looking for in their lives, the new Honda Accord was designed to be the perfect companion to “Find What Drives You” – our campaign concept. We were tasked with the primary objectives to generate test drive bookings along with customer interest via brochure downloads.

Describe the creative idea.

We built a microsite that resonates the brand’s technological advancement through an immersive, informative and interactive customer journey with maximum impact and minimum effort.

Describe the strategy.

The digital landscape is forever evolving, and it’s become increasingly challenging to cultivate great product design with even greater user experience. This makes for a difficult playing field. Understanding that our users are potentially looking at purchasing a car (the second most important big purchase in their life) we knew that every detail needed to be covered in order to inform and educate the user in the best way possible. This drove us to go beyond displaying features to focus on telling a story that is immersive and magnetizes engagement. To achieve this storytelling goal, we used the most intuitive narrative technique online: scrolling. Therefore, the site was minimized on clicks and maximized on frictionless scroll interactions that took them from one chapter impulsively. Ultimately, we approached the development process to not only make the microsite extremely effortless to navigate but also engulf them with fully immersive, curated experience.

Describe the execution.

To create a hyper-immersive storytelling experience. Using seamless 3D animation, visitors were taken on a virtual journey that reconstructed the car part-by-part with a frictionless, single-scrolling action. From chassis to body to interiors the user was virtually put in the driver’s seat where they explore the upholstery, driver interface and also customize it to view it in a range of colors. Each stage of the journey also treated the user to thought-proving micro-interactions that helped them dive deeper and see the car closer than ever. Moreover, with the help of detailed interactivity like responsive image motions, fluid, seamless transitions and vivid rollover reactions the microsite made their desktop come to life. As a result, our microsite was designed to replicate all the sensory stimuli a prospective Honda buyer would feel when they see, touch and sit in the car, right at their desktops.

List the results.

In the September to December 2018 campaign period: • Our microsite received over 101,000 visitors out of which over 91,000 were unique • The average time spent by each visitor was an exceptional 2.5 minutes • Resulting in over 300 brochure downloads • And in total, the microsite led to over 3800 test drive bookings.