| Title | REACH CR-V ANYWHERE |
| Brand | HONDA |
| Product / Service | ALL-NEW HONDA CR-V 2017 |
| Category | C02. Use of Mobile |
| Entrant | RABBIT'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 |
| 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 |
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.
'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.
“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.