The initial campaign was called Redline and was to act as a teaser for the Type R, building anticipation without giving away too much to the amazingly informed Honda audience. Alongside a microsite a series of short teaser films were used to pique interest with the existing fan base as well as engaging with a potentially new audience.
The 2nd phase was a beauty film to really show-off the new car; shot in the mountains outside Malaga we had the opportunity to make the Type R look truly epic.
The campaign performed fantastically, with the organic Reach for campaign over 5,300,000.
Over the run Honda Type R saw a 20% increase twitter following and overall views of the films were 54% higher than Honda’s set KPI.