Brief Explanation

UNI-CUB is a personal mobility device developed by Honda with its world-leading technology, allowing the rider to control the movement simply by shifting his or her weight. Honda wanted to utilize this innovative technology for their global branding, and decided to create 'collaborative music video' with the popular rock band, OK Go. Out choice of using music video and not relying on a verbal communication made the branding globally scalable.

Results and Effectiveness

Only 10 hours after the launch, the video reached 1 million views, and in 6 days, it reached over 10 million. Now it counts over 20 million views. Since the launch, the page views of the campaign website reached 241,000, the unique users counted to 211,000, and over 62,000 user-generated videos have been created so far. The number of access to Honda's UNI-CUB global website increased by 1,487% compared with the same time last year. (19,637 PV in the end of March, 2014, 291,968 PV in the end of March 2015)

Creative Execution

In 2014, October 27 The world premier of the video on NBC Today. October 27 Japan premier of the video via Gizmode Japan. October 27 The campaign website iwontletyoudown.com was launched. October 31 The making-of video has been uploaded to the website. November 3 The Interactive content has been added to the website.

Insights, Strategy and the Idea

The mass-game performance by the band and dancers on the UNI-CUBs, the footage shot by the custom-made drone ― those 'never-before-seen' images captured the global audiences instantly. The product features, freedom of hand and movement in omni-direction, were naturally introduced in the video. The entire video was filmed in one continuous shot with a drone from 0 meters to 700 meters above ground and this amazed the viewers and became viral.