Collective, which was also shortlisted in the same category for Honda’s Digital Platform project, and in the best website category, has been working with the car manufacturer to develop a campaign to launch the new Honda Civic Hybrid online.
The Problem Playground was designed to showcase Honda’s historical and ongoing commitment to environmentally-friendly automotive products and technologies. This vision was brought to life by creating the world’s largest online jigsaw puzzle which once completed became the homepage to the main site. Coupled with a competition and Hybrid explanation, the campaign highlighted the notion of collective problem solving and drove data capture.
The initial teaser campaign resulted in 20,000 puzzle pieces placed in 8 days, and 6,000 email sign ups. Furthermore, the main site attracted 247,000 unique visitors and 1,800 prospects, which resulted in an increase of 206% on Honda Civic Hybrid sales in February 2008.
Greg Doone, managing director of Collective says: “Honda’s problem playground campaign is an excellent example of Collective’s creative approach to digital challenges and we can see why it turned the judge’s heads. Our close working partnership with Honda’s in-house team, which stretches back over six years, enables us to truly understand the client’s needs and deliver targeted concepts that offer award winning results in the highly competitive automotive sector.”
Jonny Freeman, Honda’s Digital Marketing Manager says: “We’re delighted for everyone that we won this award. The problem playground campaign expressed Honda’s historical and ongoing commitment to environmental innovation, while also showcasing more recent products and technologies. Collective delivered a brilliant and creative campaign, and we are delighted with the results.”
Collective (collectivelondon.com) is a London-based digital creative agency that creates remarkable websites and brand-driven campaigns. Renowned for its collaborative approach and innovative use of rich media, Collective’s current clients include Honda UK, Honda Motor Europe, Callaway Golf, Snickers, Doritos, learndirect, SEGA and EA Games.
Formed in 2003, Collective’s team is currently 40 strong.