The Other Side

The Other Side

One car, one guy, a double life

by Honda Motor Europe

See the full experience

The Story

Honda is known for its reliable, well-engineered cars, which is why people buy them. But, there’s also a crazier, more impulsive side to the brand—one inspired by racing. And that's where Honda's Civic Type R models, dubbed “race cars for the road,” come in. With a press of the car's +R button, engine responsiveness and performance are heightened. To introduce drivers to its sportier side, Honda created an interactive YouTube video.

  • The Other Side
  • The Other Side

The YouTube video shows a dad picking up his kids from school and taking them to a birthday party. But that's not where the story ends. When users press their keyboard's R key (mimicking the car's +R button), we get to see another side of the dad: undercover policeman. He picks up thieves while driving the getaway car—the Civic Type R, of course—in a sting operation. The site experience was created using HTML5, with a branded video player styled to look like YouTube. A Web Audio API enables the switch between the left and right channels of a single audio file so the two stories are synchronized.

The Technology

Technologies
Video

The Results

Launch date: October 30, 2014

The campaign was picked up by Time, Forbes, Top Gear, and Pistonheads, and made the front page of Reddit. In advertising evaluation research, the video scored 58% for captivation, versus the car ad norm of 34%. Of the traffic driven to the video, 90% was organic, and there were more than 90K social network shares. Traffic to the Civic website doubled due to click-throughs from the video experience.

49K

Shares in first four days post-launch

5M

Visits to the site (as of March 2015)

3

Minutes of average watchtime

The Team

Wieden+Kennedy
  • Scott Dungate, Creative Director
  • Graeme Douglas, Creative Director
  • Paul Knott, Creative

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