The Power Of Screams

Honda’s ‘Civic Choir’ TV ad has been viewed online more than three million times in just one month.

The clever advert for the new Civic features a 60-person choir ‘vocalising’ the experience of driving the car.

The 120 second live action ‘film’ was viewed by more than three million visitors to Honda.co.uk from January into February this year.

The huge demand crashed Honda’s servers, as the website’s bandwidth couldn’t cope with the number of downloads of the 7MB file. This problem has now been solved by hosting the Choir clip on a separate 100MB line.

During its peak, the Choir advert also broke into the Top 50 Apple downloads chart, after Honda produced a version of the advert in iPod Video format.

To complement the ad campaign, Honda has also launched a Civic microsite on www.honda.co.uk that allows visitors to explore a 3D model of the new car and view video content. The microsite had a record 679,000 unique visitors during the same reporting period. This led to Honda's highest level of test drive bookings ever.


Published : 04/03/06 Author : Melanie Carter

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