Honda invites consumers to make music from Civic sounds
Honda Civic has launched a new website intended to allow consumers to record a track using sounds the car itself makes.
The Civic Sounds campaign is fronted by Australian band Bluejuice, who will judge the submissions and pick the winning piece. The composer of the winning track will win a trip to Japan’s Fuji Rock Festival.
The elements include beeps, engine noises and the sound of car doors slamming.
Jason Deacon, associate creative director at DTDigital, the digital agency behind the campaign, said in a press release:
“Rather than simply browsing tech specs and features, we wanted people to interact with the Civic in a way that’s unique to them”.
Honda marketing manager Kevin Lillie said: “Civic Sounds is a key part of the ‘Symphony in Motion’ launch campaign for the new Civic. We wanted users to experience for themselves how the components of a Honda work together beautifully, and have fun doing it.”
The digital campaign comes one months after Honda launched a TV ad made from the sounds of a Civic.
The TV ad is being supported by integrations on subscription TV music channels, radio spots on MCM’s The Hot Hits, promoted videos on YouTube and paid video distribution with The Video Network.
At the time of writing, the site was experiencing some technical problems loading tracks.
The campaign is the first work by DTDigital to be released since STW sold a 33% share of the agency to Ogilvy and Mather.
Associate Creative Director: Jason Deacon
Senior Copywriter: Emma Park
Creatives: Andrew Grinter and Lee Spencer
Digital Strategist: Athan Didaskalou
Account Director: Brett de Niese
Producer: Charlotte Thickett
Senior Designer / Sound Engineer: Hamish O‟Neill
Interactive Development: Joel Bews
Web Developer: Stefano Perfili
Senior Software Engineer: Nikola Janev
Business Director: Simon Lawson
Account Director: Rachel Higgins
Creative Director: Mat Garbutt
Strategic Business Director: Stephen McLardie
Head of Newcast: Vicki Connerty
Client Service Director: Matthew Anastasi