In November 2016, Honda released the most dramatic redesign of its most popular vehicle, the Civic. The launch of the 10th-generation Civic needed to be as imaginative as the vehicle itself, and give the vehicle the launch platform it deserved. To do this, Honda and RPA created "Music from Every Angle," a vivid 360-degree music video featuring the Honda Civic and musician Moses Sumney.
Using 360-degree video technology, we created a totally immersive music video experience with a little help from the incredibly imaginative musician, Moses Sumney. "Music from Every Angle" incorporated the Civic as both an instrument and a piece of art, effectively becoming the driving force of the video.
Viewers were able to uniquely explore the entirety of the 360-degree space, watching each element of the song build as they followed multiple versions of Moses around the room.
Coinciding with the launch of Facebook 360, we took advantage of the opportunity to make a big impression. As the first car brand to launch a video of this kind, Honda made its mark at the forefront of technology while staying true to its musical roots and speaking to the Civic generation as a whole.
"Music from Every Angle" connected Civic audiences with an authentic experience that featured the all-new Civic Sedan as an instrument for creating innovative and unique music. And, by tapping into the music video space alongside innovative artist Moses Sumney, this promoted and targeted campaign propelled the Honda Civic's long history with music! Content that utilizes the innovative 360-degree technology entices multiple views at different angles. "Music from Every Angle" received roughly 4.7 million video views and an average repeat view rate that was double our Facebook benchmark. With over 28.3 million pairs of eyes (i.e., impressions) on this content, sentiment was overwhelmingly positive. Fans were excited about the production quality, the visual technique, and the overall experience that Honda served up! In short, the overall takeaway of over 5,000 comments across Facebook and Youtube was, "This is so cool!"