09.06.2010 HONDA LAUNCHES CR-Z ACROSS EUROPE
The Honda CR-Z is an all-new sporty hybrid coupe, encapsulating a petrol-electric engine combination with a 6-speed manual gearbox. To mark the debut of this unique vehicle, which combines driver enjoyment with low emissions, Honda Motor Europe has teamed up with Wieden + Kennedy London to create a pan-European advertising campaign across 29 markets.
The new film debuted in the Netherlands on the 2nd June, with the UK TV debut schedule for the 11th June. The CR-Z campaign is Honda's next step in rolling out a unified and consistent brand message across Europe, following on from last year's launch of the Insight Hybrid, and the re-launch of the enhanced and extended ‘Impossible Dream' in April 2010.
Ian Armstrong, Manager - European Communications is delighted to be following up Impossible Dream with a specific CR-Z campaign, commenting: "CR-Z has been designed as the first sporty hybrid coupe to help dispel the myths that hybrids are not fun to drive. The CR-Z has a 3-mode drive system, providing an entertaining driving experience combined with low emissions. The 'RGB' film showcases these different driving modes and the feelings of each mode from the driver's perspective. The film itself is fresh and intriguing and will be effective in creating desire while engaging with a more youthful audience."
The car launched in Japan earlier this year and has been an unqualified success, with over 10,000 orders placed in the first month, more than 10 times the original monthly sales target.
W+K London's 60 second TV spot ‘RGB', created by Sam Heath and Chris Groom and directed by Frank Budgen, is inspired by the look and feel of the new car and is shot from the viewpoint of someone travelling through a city in a CR-Z. The focus of the film is conveying the feeling of driving the car and the influence that the three modes can have on a particular journey. The three colours of the driving modes are reflected in each part of the film, together with the changing environments the car is travelling through. The spot highlights how a driver's engagement with a city changes according to the mode they are driving in, making the experience more vivid and colourful.
Sam Heath, Creative Director Wieden + Kennedy said, "The thing about this hybrid is that it's fantastic to drive. You can choose to engage with the road and the world around you in three distinct ways. That's essentially what the film's all about."
The spot is supported by a print campaign and some digital activity across the region. The pan-European below-the-line campaign has been created by Elvis.
ENDS
The Honda CR-Z is an all-new sporty hybrid coupe, encapsulating a petrol-electric engine combination with a 6-speed manual gearbox. To mark the debut of this unique vehicle, which combines driver enjoyment with low emissions, Honda Motor Europe has teamed up with Wieden + Kennedy London to create a pan-European advertising campaign across 29 markets.
The new film debuted in the Netherlands on the 2nd June, with the UK TV debut schedule for the 11th June. The CR-Z campaign is Honda's next step in rolling out a unified and consistent brand message across Europe, following on from last year's launch of the Insight Hybrid, and the re-launch of the enhanced and extended ‘Impossible Dream' in April 2010.
Ian Armstrong, Manager - European Communications is delighted to be following up Impossible Dream with a specific CR-Z campaign, commenting: "CR-Z has been designed as the first sporty hybrid coupe to help dispel the myths that hybrids are not fun to drive. The CR-Z has a 3-mode drive system, providing an entertaining driving experience combined with low emissions. The 'RGB' film showcases these different driving modes and the feelings of each mode from the driver's perspective. The film itself is fresh and intriguing and will be effective in creating desire while engaging with a more youthful audience."
The car launched in Japan earlier this year and has been an unqualified success, with over 10,000 orders placed in the first month, more than 10 times the original monthly sales target.
W+K London's 60 second TV spot ‘RGB', created by Sam Heath and Chris Groom and directed by Frank Budgen, is inspired by the look and feel of the new car and is shot from the viewpoint of someone travelling through a city in a CR-Z. The focus of the film is conveying the feeling of driving the car and the influence that the three modes can have on a particular journey. The three colours of the driving modes are reflected in each part of the film, together with the changing environments the car is travelling through. The spot highlights how a driver's engagement with a city changes according to the mode they are driving in, making the experience more vivid and colourful.
Sam Heath, Creative Director Wieden + Kennedy said, "The thing about this hybrid is that it's fantastic to drive. You can choose to engage with the road and the world around you in three distinct ways. That's essentially what the film's all about."
The spot is supported by a print campaign and some digital activity across the region. The pan-European below-the-line campaign has been created by Elvis.
ENDS
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