REACH CR-V ANYWHERE

TitleREACH CR-V ANYWHERE
BrandHONDA
Product / ServiceALL-NEW HONDA CR-V 2017
CategoryC02. Use of Mobile
EntrantRABBIT'S TALE Bangkok, THAILAND
Idea Creation RABBIT'S TALE Bangkok, THAILAND
Media Placement RABBIT'S TALE Bangkok, THAILAND
PR RABBIT'S TALE Bangkok, THAILAND
Production RABBIT'S TALE Bangkok, THAILAND

Credits

Name Company Position
NORANIT YASOPA Rabbits Tale Co., Ltd. EXECUTIVE CREATIVE DIRECTOR
PAPOP CHAOWANAPREECHA RABBIT’S TALE CO., LTD. CREATIVE DIRECTOR
NALIN VIROONHATHAM RABBIT’S TALE CO., LTD. COPYWRITER
KAJOHNCHAI RODKLONGTAN RABBIT’S TALE CO., LTD. ART DIRECTOR
SIBB SATTAKHUNCHUTIPAS RABBIT’S TALE CO., LTD. HEAD OF DESIGN TEAM
KATHLEEN WONGSANGANAN RABBIT’S TALE CO., LTD. GROUP ACCOUNT DIRECTOR
DARANEE REUKNUMPHET RABBIT’S TALE CO., LTD. ACCOUNT DIRECTOR
PAILIN VEROJANAVAT RABBIT’S TALE CO., LTD. ACCOUNT MANAGER
KEWALEE CHAROENJIT RABBIT’S TALE CO., LTD. ACCOUNT EXECUTIVE
SAROJ LAOHASIRI RABBIT’S TALE CO., LTD. EXECUTIVE STRATEGIC PLANNING DIRECTOR
CHAYANIN PRASERTSUK RABBIT’S TALE CO., LTD. SENIOR STRATEGIC PLANNER
PHANNAPHAT MEESRIDEE RABBIT’S TALE CO., LTD. STRATEGIC PLANNER
ACHARA KAMOLPECHARA RABBIT’S TALE CO., LTD. SENIOR TOUCHPOINT MANAGER
PUNNAPORN PHUENNAK RABBIT’S TALE CO., LTD. SENIOR TOUCHPOINT COMMUNICATION EXECUTIVE
SARIN ITTINUNTAWEERACHAI RABBIT’S TALE CO., LTD. AGENCY PRODUCER
DIREK TAYAKEE CODE&CRAFT CO., LTD. INTERACTIVE EXECUTIVE DIRECTOR
PIYA KIRDPANYA CODE&CRAFT CO., LTD. HEAD DESIGNER
SHINNAWAT VACHIRATRANGSALIT  CODE&CRAFT CO., LTD. DESIGNER
NATTIRA ARDSMITI CODE&CRAFT CO., LTD. DESIGNER
PANWADEE PRAYONGJINDA CODE&CRAFT CO., LTD. ACCOUNT EXECUTIVE
KIATTIYOT PANICHPRECHA BIT STUDIO CO., LTD. PRODUCER
SARUN CHAMVEHA BIT STUDIO CO., LTD. PROJECT MANAGER/TECHNOLOGY DIRECTOR
WITAYA JUNMA BIT STUDIO CO., LTD. PROJECT MANAGER/CREATIVE
TANAPON KITMUTI BIT STUDIO CO., LTD. DEVELOPER
PRIN RANGSIRUJI BIT STUDIO CO., LTD. DEVELOPER/3D ARTIST
MANON LICHANATIEN BIT STUDIO CO., LTD. 3D ARTIST
WATTHANASUK SHUAYTONG BIT STUDIO CO., LTD. 2D ARTIST
TEEWIN VARAPASKUL MEOUR PRODUCTION CO.,LTD. DIRECTOR
THANAPORN PHIANSOMPHOL MEOUR PRODUCTION CO.,LTD. PRODUCER
PONGRUJ SARLEE MEOUR PRODUCTION CO.,LTD. ASST.DIRECTOR

The Campaign

To let people check if the All-new Honda CR-V fits their lifestyle anywhere in real life, we let them own it virtually. “Reach CR-V Anywhere” is the first mobile app that uses augmented reality technology to turn any car into the All-new Honda CR-V.

Creative Execution

'Reach CR-V Anywhere' can be downloaded to use for both iOS and Android system. The app is really simple to use. It works on any car with properly installed license plate. By just scanning any license plate, users can experience the exterior and interior while checking the key features of the car. They can even snap the photos of their virtually new car from the app to share on social medias.

Results

“Reach CR-V Anywhere” became an instant buzz with over 8,000 downloads in the first month after launched. 2,000 units of the All-new Honda CR-V were booked even before they are available at dealers. The app sets the new industry standard as the platform can be adapted for the upcoming future models. Above all, we make choosing the right car easier than ever for everyone as it can now happen literally anywhere.

This work helps deliver our product right where consumers can get the best experience. It is also invented for the new behaviour of people nowadays where every information needs to be instant. 'Reach CR-V Anywhere' is the first mobile application that lets people simply use their smartphone or tablet to turn any car into the All-new CR-V literally anywhere. They can check anywhere if it fits their lifestyle in real life as if they own the car virtually.

People always check if the car fits their lifestyle before consider buying. But for the All-new Honda CR-V, like any newly-launched models, the displayed model is only reachable at the launch event. Because due to distribution and confidentiality issue, the new cars are usually not available at dealers. In order to increase attractions and sale opportunities while facing such issues, we made it easier for people to experience the All-new CR-V in the place that most relevant to their lifestyle -basically anywhere they are.

Links

Website URL