Honda's Masterful Music Machine
F/Nazca Saatchi & Saatchi earns media for the Honda Fit Twist launch via musical motoring.
Forget the Tsukuba Circuit in Japan, Nürburgring in Germany, and Indianapolis Motorspeedway, because F/Nazca Saatchi & Saatchi has created its own track to put the new Honda Fit Twist through its paces. The twist-the track is of the musical variety.
The agency teamed with Brazilian electronic music icons, N.A.S.A., and transformed the vehicle into a rolling DJ booth to promote its exclusive Brazil launch. Once the visor was rigged to make the beat drop, the glove box augmented to produce the lyrical styling of Derrick Green, and other various modifications installed, N.A.S.A. jumped in the cockpit of the car-turned-keyboard-module to compose their aptly titled track: Overdrive.
Santa Transmedia’s, Filipe Zapelini, directed the video for the Drivemixer campaign, providing evidence for the elaborate stunt. Unlike a traditional lapping day, the electronic artists utilised the gearbox for layering the beat rather than shifting into top gear. Instead of laying rubber onto pavement, they cruised across a turntable and let the car lay down the track.
On November 26th the track was released to the 10 top music and entertainment sources in Brazil: Popload, UpdateorDie, Move that Jukebox, Rock’n’Beats, DeepBeep, My Cool, Don’tSkip, Oh My Rock, ViCE and Noize. Then, they were invited to compete in a remix competition using Overdrive as their source material and an online tool simulating the car’s beat-manifesting controls. The competition went public and social media votes dictated which version would be showcased on Honda’s Facebook page.
F/Nazca Saatchi & Saatchi has not only created a unique media event for the Honda Fit Twist, it has also developed a powerful base for strategic distribution. By spreading the content across social media and associating it with reputable sources inside their target market, the campaign achieves higher impact and a greater potential for earned media. With re-mix culture at the campaign’s core, the agency has ensured it will maintain relevance throughout the vehicle’s 2013 launch.
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- Agency F/Nazca Saatchi & Saatchi
- Production Santa Transmedia Productions
- Creative Director Theo Rocha, Eduardo Lima, Fábio Fernandes
- Art Director Roberta Harada, Isabelle de Vooght
- Copywriter Isaac Serruya
- Director Filipe Zapelini
- Director of Photography Alziro Barbosa
- Visual FX Jomar Farias