The Offer: To promote its new 2012 compact CR-V, Honda and agency of record Rubin Postaer and Associates (RPA) put a spin on the traditional concept of bucket lists by asking consumers to create personal checklists of, as RPA put it, “everything you want to do before everything you have to do.” After completing their lists, visitors were encouraged to enter a contest to win a new CR-V and a year’s supply of gas to help them fulfill their goals. Runner-ups received $1,000 gift cards.
The Data: The campaign, targeted at 20- and 30-somethings, launched in conjunction with several TV commercials, one of which premiered during the Super Bowl. In the lead-up to the big game, the dedicated leap lists site (leaplist.honda.com) garnered more than 130,000 “likes” on Facebook. Roughly 5,000 visitors entered the contest.
The Channel: Visitors were encouraged to sign up for email alerts about the CR-V and Honda brand and to share their lists and videos on Facebook. TV and theater spots, print ads, billboards and building wraps rounded out the campaign.
The Creative: Matthew Broderick reprised his classic 80s slacker role in a “Ferris Bueller’s Day Off” Super Bowl spoof in which he pretends to be sick so he can have a day of fun instead of going to work on a movie set.
Sarah Van Heirseele is VP of digital at Blue Chip Marketing Worldwide. She has previously done work for Procter & Gamble and BJ’s Wholesale Club, among others. Prior to joining Blue Chip, Van Heirseele taught advertising creative strategy at the University of Illinois in Urbana-Champaign. Read our Q&A with Sarah for more.
This campaign is absolutely fantastic. It is one of the first auto campaigns I’ve seen that personalizes the car by focusing on important phases in drivers’ lives. Between the ads featuring adults about to make big changes in their lives and the nostalgic “Ferris Bueller” spot with Matthew Broderick, Honda is doing unbelievable things to engage its target market.