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Collective London launches ‘DO-MORE-NEW’

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Interactive experience for the new Honda CR-V

Collective London launches ‘DO-MORE-NEW’

 

Collective London, the strategic-led creative agency, today announces the launch of an inspirational experience that harnesses the full potential of Honda’s new CR-V in the digital space – and beyond.
 
Using the immediacy of Google Street View, the DO-MORE-NEW portal at www.honda.co.uk/cars/newcr-v [fully mobile optimised] – transports users from their current location to one of twelve imagination-firing spots in the UK.
 
After choosing between snow, urban, forest or mountain, the user is whisked to places such as Cumbria’s breath-taking Hardknott Pass – reputedly the best driving road in the UK – and Gloucestershire’s ancient and mysterious Forest of Dean.
 
Each location offers up a wealth of rich detail: not only current weather conditions, things to do and places to stay, but how the new CR-V will adapt to the particular local terrain with its array of advanced, class-leading features. Users can even discover exactly how far away they are – and the fuel savings and emission reductions this CR-V offers compared to the previous model in getting there.
 
Inspiring users with the idea that the CR-V can be the enabler of new experiences doesn’t end there, however. Every location and its wealth of detail can be taken offline in the form of a downloadable PDF and used to plan the user’s own adventures to DO-MORE-NEW.
 
The portal is part of an overarching European campaign created by Mcgarry Bowen, focusing on the CR-V’s ability to open up a whole new world of opportunities to the driver.
 
Adam Cleaver, executive creative director at Collective London said: “Although the execution is taking place online, we wanted to capture the emotion of exploring and discovering something truly unique in the UK. We created an encounter that consumers can fully interact with and combines useful information about Honda’s amazing CR-V model.”
 
Allison Verrall, Digital Marketing Executive at Honda UK said: “Collective brought to life all the possibilities opened up by the DO-MORE-NEW strapline in an engaging and beautifully crafted way. It is about inspiring visitors to take the leap from online to offline, while putting Honda at the heart of their journey.”
 
 
Credits:
Account Manager: Elisa Reinerio
Project Manager: Tom Gooday
Creative Director: Stephen Barnes
Lead Designer: Daniel Hall
Copywriter: Tom Brickley
Technical Team Lead: Greg Sines
Head of Strategy and Planning: Aaron Martin
Planner: Bianca De Sousa
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Collective, Wed, 21 Nov 2012 14:12:41 GMT