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Honda (UK) is to release a TV campaign as part of its sponsorship of Documentaries on 4.
The campaign, by Wieden + Kennedy will begin on Sunday 17 June during ‘One Born Every Minute’ with 15, 10 and 5 second idents, with the tagline ‘The more we look, the more we learn’.
The first films will focus on product features, including the the CR-V’s adaptive headlights, the airbag on the Goldwing motorbike & the magic seats in the Jazz but will introduce new idents as it develops, featuring new Honda products including cars, motorbikes and Lawn & Garden equipment.
A campaign website developed and created by Collective London will support above-the-line activity, allowing users to take part in a competition through a series of questions centred around the theme ‘How curious are you?’
The site will also release extra Honda and Channel 4 content, which will be updated throughout the year and be relevant to programming.
Adam Cleaver, creative director at Collective London said; “Looking and learning translates brilliantly into creating a rich, surprising online experience. Launching on 14 June, the site will spark consumers’ curiosity, initially offering an intriguing quiz to find out just how curious you are. But there’s a lot more to come – the full experience follows on 13 July and will give consumers the chance to explore a feast of changing content within Honda’s Curious World such as live Q&A’s with the ‘Inside Natures Giants’ scientists at the Channel 4 auditorium which will be streamed live on the site.”
Martin Moll, head of marketing for Honda (UK) added:“We’re thrilled that this new campaign for our continued sponsorship of Documentaries on Channel 4, focuses on how Honda looks at the world differently and takes inspiration from the world around which ultimately leads to more innovative products. In line with our core Brand Strategy which includes being Innovative (both in products, as well as how we communicate and behave), I believe this campaign delivers against this exceptionally well. The product stories identified are told in an interesting and visual way which creates real stand out and therefore we’re excited to see the films on screen for the next seven months”
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