#StartSomething Special: Mairead & Kevin's Wedding

Produced by

RPA Advertising

Categories

Video

About this entry

Honda firmly believes they don't just make cars, they make relationships. And when loyal owners come to them with personal, heartfelt requests they do their best to fulfill them. In September of 2013 Honda received a Facebook message from a woman named Mairead. In that message she asked Honda to be a part of her wedding – the wedding party transportation, to be specific. She and her family have been loyal Honda owners for years and her fiancé suffers from juvenile arthritis in his knees which makes it difficult for him to get into low cars, like limos. Her exact request was to borrow three black Honda CR-Vs because they are higher off the ground. We happily obliged and decided to do a little more.

Because this was a wedding, we had to be particularly sensitive not to overshadow the event. Our solution was to simply add to the festivities rather than take them over. We flew in their family from Ireland, surprised them with their favorite band, and gave them a memory they wouldn't forget. The happy couple could not have been more appreciative and we couldn't have been prouder to contribute to their special day.

The wedding kickstarted a #startsomething special campaign online and in social media. Across various platforms, including Google+, Facebook, Twitter, Instagram, and Vine fans were asked to share their Honda stories, all of which were collected at hondastories.com.

In addition, the campaign increased CR-V purchase consideration by 5%. And 64% of consumers agreed with the statement that this campaign, "makes me feel like Honda has a unique connection with their customers (T2B). The campaign garnered almost 80 million PR impressions and 1,019,026 YouTube video views. The campaign also received highly positive sentiment, with an 87% Likes/Dislikes ratio on the YouTube video itself, and overall positive sentiment through Sysomos.

Links

http://www.rpa.com/player/?campaign=crv-wedding#crv-wedding

Entry Credits

Mike Accavitti, Senior Vice President of Automobile Operations

John Watts , Sr. Manager, Digital Marketing

Alicia Jones, Manager, Honda Social Marketing

Joe Baratelli, EVP, Chief Creative Officer

Jason Sperling, SVP, Executive Creative Director

Gary Paticoff, SVP, Executive Producer

Brett Bender, SVP, Management Account Director

J Barbush, VP, Creative Social Media Director

Aaron Dodez, VP, Associate Director, Digital Marketing

Edmund Purcell, VP, Account Director, Honda National Digital

Mark Tripp, Director/Senior Producer, Content

Suzie Yeranosyan, Art Director

David Sullivan, Copywriter

Laura Kelley, Social Media Copywriter

Chris Hand, Account Supervisor

Raquel Castro, Assistant Account Executive

See other entries from 6th Annual Shorty Industry Awards Best Use of Video in a Social Media Campaign