Southpaw has been appointed by Honda following a competitive pitch to create a digital and social first campaign for Europe, to support the launch of the new Honda Civic Type-R, which will break in July.
First unveiled at the 2017 Geneva Motor Show, the Honda Civic Type-R is the latest addition to the all-new Civic family.
It is a completely redesigned model and the agency’s brief was to showcase the new car, especially amongst a younger conquest demographic.
We already work with Honda Motor Europe across cars, power products and motorcycles, and will now handle all digital, social and influencer content for the Type-R’s launch.
The first execution in the Type-R launch campaign will be a disruptive and motivational film that demonstrates Honda’s history and pedigree in an exciting and interesting way that will attract and satisfy both loyalists and new conquest alike.
“In a sector known for pushing boundaries to reach new audiences, it is critical for the new Type-R to really stand out,” says Tom Poynter, Managing Director.
“The automotive category is in abundance of highly engaging and immersive content experiences and our pitch response was to really push Honda further than they have gone before. We are looking to move people from digital to the forecourts and our content solution will be at the heart of that customer experience.”
Adds Fabrice Esteve, Marketing Communications (Automobiles) Department Manager, Honda Europe: “Our brand new Civic Type-R is engineered to be the most engaging hot hatch on the market. As launch in Europe will mainly focus on digital and social, our primary goal was to create surprising and emotional content to illustrate Honda brand DNA through this iconic model. Southpaw has succeeded in capturing the essence of Type-R, and I believe this campaign will drive desirability and engagement for the Honda Civic range and the Honda brand.”