Dentsu One’s new campaign for Honda City talks of ‘Absolute Supremacy’
The digital films are being followed by a TVC and print campaign
Honda Cars India (HCIL) has launched a 360-degree marketing campaign, ‘Rush of Supremacy’, for the 5th Generation Honda City.
Conceptualised and executed by Dentsu One, the campaign re-affirms ‘Absolute Supremacy’. It positions the 5th Generation Honda City as a package that excites and exhilarates like no other sedan and puts the brand in a league of its own.
The campaign films highlight that the new City embodies the feeling of rush and the hit of adrenaline that comes from being at the top, thus, bringing alive the ‘Rush of Supremacy’. The campaign has been initiated by Teasers and R&D team Videos, showcasing the team that has created the new Honda City. Here, the objective is to create an intrigue and give the consumers an insider’s perspective on the design philosophy and the engineering craftsmanship that went behind creating this 5th Gen Honda City. The digital films are being followed by a TVC and print campaign.
It is pertinent to note here that this campaign is probably the first full-ecosystem content that has been created with multi-geography global talent and cutting-edge modern technology. For starters, the car in the commercial was shot before the lock-down. Thereafter, the environment and finishing were done in computer graphics. Similarly, the print and outdoor communications were composed and created in computer graphics. Consequently, the direction and editing of the content happened remotely across multiple geographies – with no physical proximity.
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