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Honda has launched the first campaign that allows viewers to use an app to interact with a TV ad in real time. App users can "catch" animated characters with an iPhone as they appear on screen in Honda's new TV ad: “This Unpredictable Life’. It is based on "sound-synching" technology.
The idea plugs into the way people consume media today, often having multiple screens on in the same room at the same time, with the ability to respond to what they see on TV, either to find out more about a brand or product, or to make a purchase online. We’ve seen a number of examples of two-screen play, particularly with programming content, but this is the first to take this behavour into the ad break using the iphone.
The app is a welcome new innovation, and an additional way for consumers to enjoy the campaign that’s sure to create a buzz. However, it is the TV ad itself that’s the star of this communication.
Wieden + Kennedy London has come up with a stunning piece of work, in the best traditions of Honda’s engaging and emotional TV advertising.
The 60” animated TV spot, called ‘This Unpredictable Life’, was created by Sam Heath and Chris Groom and directed by Smith & Foulkes at Nexus. It’s a reflection of the wonderful and unpredictable journey of life’s twists, turns, ups and downs, as we follow a character floating through life in an animated world. We see his journey from birth through to growing up and starting a family of his own, collecting experiences and possessions along the way: demonstrating the Jazz’s ability to handle all that life has to throw at the modern family. It also demonstrates everything a Honda engineer would have considered before agreeing on the design of the new 2011 Jazz.
Ian Armstrong, Manager of European Communications at Honda Motor Europe, said, “We recognise that daily life is challenging and often unpredictable, requiring innovative thinking and solutions to many problems – and the Jazz is perfectly designed to help. I think the animation looks fantastic and has a real sense of optimism in what are very difficult economic times. The campaign looks fresh and new, helping us to improve our overall brand image across Europe with a wide range of customers.
The Jazz app is a demonstration of how Honda is looking to the future and experimenting with ideas to help bring fun and enjoyment to our communications. It's a real step forward to use technology that begins to share content across screens at the users’ request. The involving interaction is fun allowing viewers to collect the characters from the ad and then to explore the Jazz whilst being able to leave your details so you can receive information in the future.”
Chris Lyon, co-founder Gravity Mobile said, "The App extends the campaign experience in an innovative way, with characters jumping across different screens. This "screen jumping" idea is in keeping with the way people consume media these days - often on multiple screens at the same time. This App listens to and recognizes the audio on the ad, and enables the user to interact with what's happening on screen - whether that screen is a TV, a computer or a mobile phone. Depending on where in the ad you react, you'll get different responses. This experience helps to engage the user while showing them what is unique and interesting about the Honda Jazz."
The app, named Honda Jazz - This Unpredictable Life, is free to download.
Lovely stuff. Congratulations to everyone involved.
Client: Ian Armstrong, Manager of European Communications at Honda Motor Europe
Agency: Wieden + Kennedy London
Creative directors: Sam Heath, Chris Groom
Production: Nexus Productions
Directors: Smith & Foulkes
App creatives (W+K): Duncan Bone, Kate Harrison, Will Hooke
Interactive producer (W+K): Dom Tunon
App director, product management (Gravity Mobile): Jeff Benson
App senior software developers (Gravity Mobile): Zac White, Adam Wol
Honda characters ‘jump' from TV ad to iPhone app
This econometric study from MediaCom, commissioned by Thinkbox, measured the impact of television on both immediate web response and other short-term response channels. It’s the first time that the instant effect TV ads have on web response have been measured and made publically available. Here you can catch up with the background, methodology and findings of this study, plus some “new rules of response” which we’ve put together for you. These come to you in the form of some best practice advice, including how to optimise your creative and media activity to capture the response that TV generates. All in all, this study reveals that the role of TV in driving response, particularly online, has been massively undervalued.
PRESS RELEASE: New research published today by Thinkbox and Decipher found that 89% of on-demand TV is watched to catch up with linear TV, up 14% since 2008; Broadcaster catch-up services are the most popular destinations and that while watching live TV, 52% have shopped online and 44% have used social networks.