With the impending launch of the 2016 Civic, Honda challenged us to find a breakthrough way to increase interest in the 2015 Civic to help clear them from the lot. Rather than attempting to bring potential new Civic drivers to us, we decided to go to them. Where did we find the coveted 18- to 34-year-old market? In a place where few other OEMs are speaking to them, Vine.
In order to win over the 18 to 34 year old market, we created "Design on Vine." A choose your-own adventure-style Vine experience that allowed users to customize their dream Civic. Users could select from a variety of wheels, colors, and accessories, and watch their Civics get sketched to life with each step. Once the sketch completed, they could share their creation, start over or continue the process on Honda's Build and Price website.
We created over 105 vines and separate accounts in-house to cover every single possibility, and our introductory Design on Vine reached over two million loops.In the end it was a simple, visually enticing way to get people excited about the current- year Civic, even with a new one on the horizon.