MAM

Zip Television goes 'crazy sensible' for Honda campaign

MUMBAI: Zip TV's has rolled out the latest Honda interactive ad campaign, which combines brand extension and increased data capture with mobile content.

Zip Television unveiled its 'Honda Crazy Sensible' interactive ad campaign, which will be aired on Sky, Channel 4, Channel 5 and IDS channels.

The objective of the campaign is to encourage consumers to participate in, and have fun with, Honda's advertising. Viewers are urged to e-mail in their crazy-sensible stories and see them appear in the advert. Zip TV has improved accountability via requesting important vehicle ownership and reintention information, a ‘smart email’ function and postcode-driven dealer locator; all providing powerful data capture tools.

 

 

Honda marketing communications manager Matthew Coombe says, "Working with Zip Television enables potential Honda customers to interact with the brand for a much longer period of time than they would have with a linear ad campaign. As a result, they can have some fun with the interactive content, and importantly, the Honda brand!"

 

 

The campaign, uniquely developed by Zip TV, extends the Honda brand experience from 60 seconds to one that lasts for several minutes through interactive creative that engenders a sense of fun and desire.

Zip Television client services head John Dalziel adds, "In the 'send us your stories' section consumers can see the crazy sensible stories that have been e-mailed in or send in their own tales. A great example is running 26 miles wearing a chicken suit, which sounds like a crazy idea, but when it’s running a marathon for a cancer charity then this becomes a sensible one."

Dalziel further added, "In the past, capturing extended automotive data in iTV has been slow and difficult, but Zip TV’s simple ownership and reintention questions, smart e-mail function and dealer locator changes that dramatically."

The additional ownership and reintention questions enable Honda to find out whether a company purchase is public or private, when they are thinking of changing their car and what type of car they will replace it with. The smart e-mail function, which is unique to Zip TV, is a first for Honda and unique to automotive advertising, provides an increasingly user-focused way of collecting e-mail addresses by using a predictive fill function.

This has proven highly successful in previous Zip campaigns with upwards of 40 per cent of those who pressed the red button using the ‘smart email’ function to complete their details. Finally, the dealer locator function uses the postcode data, which has just been captured, to pinpoint the address of the nearest Honda dealership and passes this information on to the viewer in the connection screen.

As a way of increasing brand interaction Zip TV has, for the first time, incorporated mobile content into its campaign making ring tones and wallpaper available to consumers. This is further evidence of how the company is looking to push the boundaries and explore more converged markets. It is believed that Zip TV’s latest interactive content and innovative data capture tools will have a positive long-term affect on advertisers and agencies, as they look for greater efficiency and measurability from their campaigns.

Zip Television specialises in the creation and measurement of new TV advertising models in a changing digital and interactive TV landscape. It's client base represents 40 per cent of the TV advertising spend of the top 50 UK advertisers and includes: Honda, Orange, Unilever, Reckitt Benckiser, BT, Gillette, Masterfoods, Daimler, Chrysler and UIP.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/pretty.jpg?itok=k3d6mOBR
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/brain.jpg?itok=kT6QQo-H
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/PAISABAZAAR.jpg?itok=F6V0tnEn
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Blackberrys-AW_0.jpg?itok=0mzgSZY0
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Anushka-sharma.jpg?itok=x423bbje
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/grnnnply.jpg?itok=r7doZ2jY
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/yannic.jpg?itok=pWYoYT0q
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Maaza_Gold_0.jpg?itok=xz_AR_Ph
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Cipla.jpg?itok=2lTgIAb-
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories