Honda Australia has launched a new digital content-driven campaign showcasing the brand’s all-new hatch, the Civic Type R, that features a number of Australian athletes.
The digital campaign – produced by advertising agency Leo Burnett – defines what it means to be the quintessential ‘Type R’ personality by experiencing the extensive shift to an athlete’s mind and body when put through their paces in a heart-racing Civic Type R hot lap.
“Anything we post through our social channels on Civic Type R absolutely explodes,” said Scott McGregor, general manager customer & communications, Honda Australia.
“One post alone that showed the very first customer cars arriving in Australia and coming off the ship reached over 250,000 people organically.
“We have such an engaged and enthusiastic Civic Type R customer base, particularly on Facebook, so it’s the ideal platform to speak directly to them with content created specifically for them.”
The athletes involved in the campaign were selected based on their adrenalin-pumping professions – V8 Supercar driver Melinda Price, big wave surfer Danny Griffiths, and parkour athletes Brodie and Dylan Pawson, who rose to fame thanks to their dominance on Australia’s Ninja Warrior.
The footage was shot locally in Melbourne with a mix of hand-held cameras and GoPros fitted to both the vehicle and the athletes, ensuring every angle and real-life reaction was captured.
Sport scientist, Shannon Barnes, from Victoria University Melbourne recorded real-time data showing how the athlete’s bodies reacted to the hot-lap. Heart rate, respiratory rate, skin temperature, G-forces and cortisol levels were measured before, during and after the experiment to determine which of the athletes were ‘Type R’.
Honda’s new Civic Type R launched in October and has racing in its DNA. It set the new benchmark lap time for a front-wheel drive car around the infamous Nürburgring Nordschleife circuit in Germany in April.
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]