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Campaign: Honda uses TV to push F1 WAP site

honda.gifHonda has begun a mobile advertising campaign for this F1 season that will use advertisements running on ITV1 to bring fans to a specially created mobile site.

Sponsorship bumpers will appear on the screen, inviting fans to text the keyword “Honda” to the shortcode 63330. This causes a text to be sent back to the user which leads them to Honda’s F1 mobile site.

Once on the site, users have the choice to download ringtones, wallpapers, and screen savers. Here is how the home page of the mobile site looks:


Listen to an “F1 drive-past” ringtone here.

One offer that would be very attractive to F1 fans is the chance to tour the Honda F1 headquarters. A user just has to provide their name, email and phone number and they are entered into the contest.


The site also has some very direct interactivity for the user. A test drive can be scheduled by indicating which type of car you are interested in, your post code and your phone number. You can find your nearest dealer by entering a postcode, and order a brochure about a car you are interested in.

Here’s one of the images you can download.


The campaign was conceived and executed by Hicklin Slade and Partners, along with Mobile Interactive Group and ITV interactive. The site is part of the new “Hondamentalism” activity, which launched on May 6 with the Wieden & Kennedy London TV spot and supporting website, produced by Midas.

Hicklin Slade & Partners have come up with an approach that links the new brand activity with their lead generation brief, using press inserts, online banners, skyscrapers, a national Civic Type R launch mailing, and now with Mobile Interactive Group, the mobile channel.

Barry Houlihan, MD, Mobile Interactive Group commented: “The use of mobile internet sites (WAP sites) is on the increase to deliver content and product information to consumers on the move. Brand owners across any number of categories can add value and demonstrate significant ROI by integrating mobile response mechanics into their traditional media.”

Dan Thwaites, Planning Director at Hicklin Slade & Partners said: “As media channels continue to fragment, marketers have to offer consumers a choice in how they spend time with a brand. We’re finding that more and more often, mobile has to be part of that choice.”

Honda also recently won the prestigious Advertiser of the Year, to be presented at Cannes Lions event in late June. (MobiAD News will be there)

08.06.2007    Tags: ,
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