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Digital Gamification Launch

Brand

The exciting second chapter of Honda’s One Civic Story: The Civic Hatch

People

All Honda staff across Australia’s dealer network

Purpose

Integrate education with a sense of excitement across all dealerships prior to, during and post launch

The challenge

Expectations for the new Civic Hatch were high. With the Civic Sedan launching 12 months earlier in an arena spectacular event, to achieve dealership buy-in the launch campaign would need to engage all members from across the network, educating them on key product features and inspiring them to maximize sales opportunities. Thinking would also need to connect and educate dealership staff with a whole new target market, Young Optimists.

From a pool of over 2,000 dealership staff, the gamification platform saw more than 8,000 sessions activated across the campaign.

The solution

This was the first time all members from across the network were to be included in a launch. A fantastic opportunity to build internal network engagement and enthusiasm while communicating critical product messaging about the new vehicle.

An integrated digital pre-launch campaign utilising gamification and video content set the young, fun tone for the Civic Hatch.

 

Spanning two weeks, excitement and conversation built as staff were engaged through competition across the dealerships, with the opportunity of securing exclusive money-can’t-buy tickets to the launch experience.  Asked questions about vehicle specifications and taken on a virtual ‘treasure-hunt’ for the car featured in the videos – with the vehicle ultimately revealed at the live launch experience. The integrated digital pre-launch campaign successfully connected messaging and tone through to the live launch events, and onwards to a post-launch training website.

The outcome

The campaign provided a highly engaging, seamless and consistent experience for the audience across multiple touchpoints: digital and the live brand experience. From a pool of over 2,000 dealership staff, the gamification platform saw more than 8,000 sessions activated across the campaign, with an average session time of an impressive 5 minutes. Across the two-week period there were a total of 5,305 video plays. The exclusive launch experience was so popular, it saw an over-attendance of Across multiple touchpoints 102%.