The Honda Type R community in Germany is particularly active and connected with the product. But how do we show – and use – this enthusiasm for the market launch of the new Honda Civic Type R? By initiating an entertaining and interactive campaign that empowers fans to create a characteristic sound for the product – inspired by its very name.
The Honda Civic Type R is a “racecar for the streets” – a very special car with limited availability in Germany. For its launch in the German market, Honda wanted to carry out an exciting and inspiring campaign. The goal: to get the launch noticed by a very special target group – and at the same time to celebrate the Type R driver as a real brand ambassador.
We couldn’t get over its name: “Type R”. Should it be pronounced like in English or German? How do the drivers in Germany pronounce their darling’s name? One colleague rolled the R so nicely – then one thing led to another. Why not use the “R” like a child does when imitating a motor sound? There’s really no better way to show how the performance can already be heard in the name.
We approached the Type R community with the idea. Thankfully, we knew the target group well due to years of experience handling the Facebook communications of Honda Automobile Germany. As a result of regular interaction with users, we knew there was great interest in the Type R.
And so we ultimately asked the fans to join in. On the microsite “typer-gewinnspiel.de”, fans could make their own “rrrr” sound, imitating the sound of the motor as a group. And of course, there was something to win. 2 of a total of 10 VIP tickets for the big WTCC Racing weekend at Nürburgring.
More than 560,000 social media users reached, over 150,000 video views – and excited fans and participants.