Compulsive Productions launches video content for the new Honda Accord online showroom

For the launch of the new Honda Accord online showroom, Melbourne-based Compulsive Productions and DT have created a TVC-quality piece of video content.

Many of the major automotive brands across the globe are fast recognising the importance of the digital experience within the purchasing journey. Nationally, Honda Australia has taken an unprecedented progressive approach to their digital customer experience.

WATCH THE VIDEO

Global management consulting firm Mckinsey & Company found that prospective car buyers rate the digital experience almost as highly as the real-life experience, with both being a fundamental part of the car-buying journey.

In a recent article Mindi Chahal of Marketing Week found that “In the past, people went to the dealer to get information about the vehicles, now they come to see the car, get reassurance and test-drive it….In a prelude to purchase, demonstration centres and virtual showrooms are being used to allow people to explore the brand during the research stage…”

With the launch of the  all-new Accord in July 2013, Honda’s online showroom showcases the model through a slate of customer-focused, high-quality and informative video content. The Accord site realises the vision and hard work of partners DT, who first recognised the importance that customers place on the digital car-buying experience, and the integral role video can play in that space, four years ago.

Compulsive sees this changing landscape and migration to digital based automotive advertising as a great opportunity for increased production of quality video content, whilst at the same time recognising the need for scaleable and flexible production models.

To ensure that the the all-new Accord production could produce the highest-quality content possible, Compulsive utilitsed new technology including a hexacopter with an HD camera, concurrent shooting and post production, and worked with some of the best crew in the film business.

What resulted was a suite of original video content, featuring sweeping driving footage and aerials that highlight the model’s beauty, technology and drivability, to create an enjoyable and informative experience for the virtual showroom visitor. Shooting spanned five days and a variety of locations, including EastLink Freeway, the Black Spur Drive, Docklands and private property at Main Ridge.

Compulsive handled all areas of production, with the videos then seamlessly integrated into DT’s high concept website design. DT built the Honda website’s digital strategy around the production of high-quality video content that would be an enjoyable and edifying experience for customers.

The content has been so well received that international arms of Honda, including Singapore and New Zealand, are now looking to utilise the videos both online and as part of the real-world showroom experience.

With Honda’s progressive, dynamic attitude and the symbiotic partnership of DT and Compulsive, it is not likely to stop there.