Honda Motorcycles used innovative media formats to communicate the launch of the Honda SH 150i scooter, with vertical videos in Instagram and Vogon, besides media display banners, carousel on Facebook, dark posts, and others.
For Instagram, the campaign brought vertical videos that made them to look like two horizontal ones: one at the top of the screen and one at the bottom. To talk about the smart key, for example, the character that appears at the top of the screen dumps desperately all the items of your purse through the feed, while the character appearing at the base of the screen comes out happy with the activation of the key made from inside your handbag.
In an irreverent way, each video simulates a non-powered interaction of the person to talk about the attributes of the Honda SH 150i: ABS brakes, idle stop (less polluting system that shuts off the engine when idle for more than 3 seconds), Flat Floor and Large Wheels and Smart Key.
Google's video customization feature, Vogon, was also used to create four movies that were able to generate more than 90 video possibilities, establishing a direct connection with the user's interest. If the person was watching gastronomy videos, for example, he will be impacted by the video that plays with this theme and presents the luggage rack. For each theme was created a specific video that refers to the user's preference and also presents some attributes of the scooter.
Those movies bring the brand closer to its fans through a feature that combines machine learning with precise segmentation of the Google database, plus flexibility and scale. Intelligent and effective, the tool enhances the impact of communication, which aimed to position the Honda SH 150i as the "elegant in its own way" scooter.
