The Other Side
One car, one guy, a double life
by Honda Motor Europe
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 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.
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.
Shares in first four days post-launch
Visits to the site (as of March 2015)
Minutes of average watchtime