Creative Agency: RPA and Jumpstart Automotive Media
Technology Vendor: Avant Interactive
For a campaign targeted within an in-market automotive network, the clickable Honda video provides valuable information for in-market consumers researching Hybrid vehicles, or just the latest models from Honda. It also provides an educational and entertaining forum within an interactive environment, as the video was broadcast quality, complemented by rich graphics in the right-hand panel. This campaign goes a step above just repurposing a TV spot with surrounding interactivity; it allows the user to click on specific elements within the actual video creative, ultimately providing the desired information on the vehicle and hybrid technology.
We especially liked the way the new technology of clickable video was synched up with the new technology of the Hybrid. The innovation of both new products was clear. I also liked the how the "show all" link provided the user the opportunity to view all the information available.
The campaign was highly targeted to hybrid and sedan areas, resulting in a long display time per user. Ad units with clear call-to-action for the interactive video technology drove users to the clickable video portal, instead of just launching the player as an interstitial or making the user go fish for it.
-- Chad M. Beasley, VP, west coast sales & creative development, Jumpstart Automotive Media
The last Honda interactive ad I saw was for the Ridgeline, in which they basically repurposed a TV spot for web, with some mild clickable elements-- nothing too impressive. With their new Accord Hybrid, Honda aims to make the interactive experience just a little more informative and keep the attention of the user a little longer.
And that's the beauty of this one; you become a user of the ad, rather than just a viewer. I was compelled to watch the video again, not realizing until the second playing that I had the option to pause the video when I clicked on it, revealing a better view of the clicked feature in the right panel. Clickable, pauseable video is a nice start, but more information in the right panel once you click the video on the left would've enhanced this experience-- especially for those wanting real information. And perhaps some high tech auto-geek text explaining the feature. The auto-hide of the player's controls is a nice streamline, and is a built-in guarantee of repeated plays per user. The "show all" feature is a great touch, and ensures many users will see every feature of the car.
For those in the market for a hybrid vehicle, this should get attention. (On a non-creative note, I'm a little concerned that carmakers aren't taking this hybrid technology that seriously. The regular Accord is rated at 20-25 mpg for city driving and 29-34 mpg for highway, while the Accord Hybrid is rated at 30 mpg in town, 37 on the highway. That's not such a drastic improvement. Where's my jetpack?)
-- Dave Wilkie, creative director, Kinetic Results, LLC
Clickable video is finally here, and I had a feeling Honda would be one of the brands to get involved early. I like this ad because it gives you a good sense of clickable video's potential for branding. And it's pretty simple. If you like something you see, click on it and learn more. Having a complete list of features below the video is handy as well. This allows consumers to miss some of the click opportunities, but still drill down on all the available features.
After playing with this ad, my sense is that this is the first step toward clickable video's full entertainment and advertising potential. I'm looking forward to where clickable video goes in the coming years, and I have a feeling there will be lots of them in this showcase.
-- Mario Sgambelluri, managing editor, iMedia Connection