A new short-film documentary, “Dreams vs. Nightmares,” broke this week at http://dreams.honda.com, as the latest installment in Honda’s “Dream the Impossible Documentary Series.” Launched in January, the series is intended to speak to both the hearts and minds of consumers by endeavoring to reveal the essence of Honda’s corporate philosophy in an intimate multimedia, interactive Web site. The campaign strategy was developed by RPA, Honda’s AOR.
Featured in the seven-minute film are observations from author, film director and artist Clive Barker; renowned leader in mind-body medicine, Deepak Chopra, M.D.; and Honda associates. Barker intuitively comments, “The waking dream is a kind of problem-solving.”
“Our newest film is about seeing the opportunities and sharing the experiences of visionary leaders and Honda associates who are living their dreams — even when the challenges seem insurmountable. This approach is part of Honda’s DNA, and we hope to inspire our customers to see the possibilities beyond the nightmares they may read in the news,” said Barbara Ponce, manager of corporate advertising for Honda.
The campaign targets 25-49-year-old adults with a youthful spirit, who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.
Online media will generate awareness for the campaign via a two-minute trailer, 30- and 15-second spots and will aid in creating buzz among consumers. Assets will run on sites including ABC com, CBS.com, TV.com and Hulu. Online media also features high impact units and sponsorships, such as unique page takeovers and pre-roll placements on Web sites that appeal to the target: technology, news and entertainment. Executions will run on ESPN360, Wired and Sony’s Crackle.
On Xbox LIVE, the Honda Corporate spots will direct consumers to a branded Honda channel featuring the full-length documentaries and photo galleries.