Honda Summer Clearance - 2013
Car sales events all tend to look and sound the same. To break through the clutter, we needed to connect with younger car shoppers who weren’t engaging with traditional media.
This integrated campaign was built around real tweets from people frustrated with their cars. In TV, dealers responded directly to actual consumer tweets. Real tweets also appeared in print, while dealership signage featured authentic posts from people sharing their love for Honda.
To launch the event, we took over Twitter for a full day, responding in real time to consumer #wantnewcar tweets with custom six-second Vine videos created on the spot. Weeks later, we extended the campaign by creating personalized Vines for Honda owners tweeting #hondalove.
The Results
• Contributed to Honda's highest summer sales ever
• 9.9% share increase
• 200 million+ unpaid media impressions
• Over 3,600 new Twitter followers
• Named an AdWeek Finalist for the Year's Best Brands on Twitter, Vine, and Everywhere Else
For Year Two, we evolved the campaign by re-dramatizing tweets from people who desperately needed new cars. The result brought the campaign to life in a fun, dynamic way — all achieved practically in-camera.