HONDA / THIS UNPREDICTABLE LIFE
1 February 2011
New Honda Jazz launch aided by TV spot that plays across two screens
- Brand
- Honda
- Media Type
- Interactive TV
- Mobile
- TV Commercial
- Product Category
- Automotive
- Country
- UK
- Source
- News
- Agency
- Wieden+Kennedy / London
- Tags
- 2 Screen
- Mobile
- Honda
- interactive TV
- Transmedia
The team at Wieden + Kennedy London has created an animated oh so pretty 60 second spot to assist the launch of the new Honda Jazz.
This Unpredictable Life, directed by Smith & Foulkes at Nexus, reflects life's wonderful and unpredictable journeys as the viewer follows a character from birth as they grow up; collecting experiences, possesions and a family along the way.
The agency are claiming a TV first by supporting the spot with an Phone app that turns a regular TV ad into an interactive viewing experience. Created in conjunction with Gravity Mobile, London, it allows viewers to interact with the TV spot on their handset, catching the animated characters as they appear on screen. This works through sound-syncing technology, which uses audio recognition to sync the app on the viewer's handset with the advert's soundtrack, allowing a user to interact with what's happening in the ad in real time.
The free app lets viewers collect up to seven characters from the ad, who can hop from TV to computer screen and even another iPhone before jumping onto their own handset. Each of the characters is interactive and you can play using some of the phone's functionality; a toy space monkey can be made to dance by singing into the phone, and a playful puppy chases its tail when you tickle it on screen.
Chris Lyon, co-founder Gravity Mobile said, 'This screen jumping idea is in keeping with the way people consume media these days - often on multiple screens at the same time. The app listens to and recognizes the audio on the ad, and enables the user to interact with what's happening on screen - whether that screen is a TV, a computer or a mobile phone. Depending on where in the ad you react, you'll get different responses. This experience helps to engage the user while showing them what is unique and interesting about the Honda Jazz.'
www.honda.co.uk
www.honda.co.uk
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