Honda Jazz: Engage through augmented reality
Martin MollHonda (UK)
Honda employed an interactive iPhone app to encourage consumer engagement for the launch of a new Jazz model.
Honda has a tradition of producing memorable campaigns with its advertising agency, Wieden+Kennedy. In 2010, Honda launched an ad campaign for its new Jazz marque that was designed to work with an Apple app, in order to increase engagement and push consumers to interact with the commercial beyond simply watching it on TV when it was served to them.
The marketing
In 2010, the UK car market was in a difficult place....