HONDA CITY CHALLENGE APP

TitleHONDA CITY CHALLENGE APP
BrandHONDA
Product / ServiceHONDA CITY
CategoryA03. Mobile Applications
EntrantD2C Taipei, CHINESE TAIPEI
Entrant Company D2C Taipei, CHINESE TAIPEI
Advertising Agency D2C Taipei, CHINESE TAIPEI

Credits

Name Company Position
Bruce Chen D2C D2C Taiwan) Inc. Creative Director
Jerry Lin D2C D2C Taiwan) Inc. Account Manager
Ollie Chiu D2C D2C Taiwan) Inc. Senior Designer
Athena Tang D2C D2C Taiwan) Inc. Account Executive
Cece Chiu D2C D2C Taiwan) Inc. Account Executive
Senkai Wang D2C D2C Taiwan) Inc. Sales Director

Creative Execution

Since the mobile marketing is essential and trend in Taiwan, the budget is one hundred percent allocated to mobile marketing for this launch campaign. The product image of new technology and wherever you go the product is with you also highly matching with the mobile concept. The data shows that ninety-nine percent of the time the smartphone is always power on and are within the distance of thirty centimeter of user’s reach. APPs are made for Apple store and Google Play Market to cover all target users.

Evaluation: Within the first week of the release, the app was ranked No.1 in App Store, Entertainment category. Over twenty thousand downloads was made with over sixty thousands of Facebook post and sharing was made. The number is continued to increase as of today. The brand image and impression are highly recognized by the target audience through this app and campaign because of its design. It also breaks through the client’s mission of traditional marketing approach. Market impact: The APP with gamification design has well accepted by the target audience and alone with campaign of drawing a new car as a prize, the impact on the market is significant as we can see from App store’s ranking and bilateral spread of the contents and information. The virtual experience which are connect to the reality, and stimulate many target audience to car dealer for test-drive the new Honda “CITY”!

Strategy: Eighteen years ago when Honda release its 3rd generation “CITY” in Taiwan, it create a legend to the market. In year 2014, the brand decided to come back and challenge the market again with its launch of 6th generation “CITY”. The challenge for the brand is to find a new effective channel of communication to the target group who are more IT and gamification oriented. Since the smartphone penetration over the target group is eighty percent and higher. We came up with a solution which utilize the unique characteristics and technologies of smartphone’s, camera, gyroscope, touch screen (panel), and phone shaking function to allow target audience to experience “CITY’s” new shape, drive experience, technology and the characteristic of low fuel consumption. An App which designed with gaming factors to attract users to experience and share its experience through SNS channels to explosively expand the marketing effects.

Links

Mobile URL   |   Additional URL 1