Car manufacturer Honda, have been running a campaign in Australia to highlight how spacious their new car, the Honda Jazz (also known as the Honda Fit), really is.

The series of videos which garnered almost 350,000 views in their first week alone, aim to show you that the Jazz really “fits anything you can imagine“. To that end the folks at Honda have asked:

The best of the bunch has to be: ‘How much Massive can you fit in a Jazz? Watch as oily ‘beefcake guys’ and their weightlifting women squash into the car. Handily, in the event that you don’t speak Australian, this video is complete with subtitles. Hang in there til at least the 1min 14sec mark to see the guy show off his ‘rear lat spread’!

The promotional campaign relies heavily on online activity with no ‘mainstream media buy’ according to Alex Campbell of DTDigital, the agency behind the initiative. He said: “Rather than buying an audience to communicate this message to, we set out to find a new, more relevant way of getting this message out there in the market”.

The campaign also has a competition run via a microsite which asks people to suggest things they can try and pack in to the car to be in with a chance to win the Jazz. The same competition is also being run through their Facebook site which as yet has only 208 fans.

Fingers crossed someone suggests something interesting be crammed in there…The entire cast of Home & Away? 5 farmers from the ‘Outback’, replete with BO and their prize sheep perhaps? 11 men playing with their didgeridoo’s?

Honda are just the latest in a series of car manufacturers heading online to promote their latest models.

  • Toyota tried to make minivans look cool through their ‘Swagger Wagon‘ video as parents rapped about having pride in their ride.
  • Volkswagen tried to appeal to a younger audience – those ‘driven by fun’ – and built slides in public places as part of their ‘Fast Lane‘ campaign for the new Polo GTI. Apparently they felt slides would appeal to people more than showing off the actual car.
  • Ford have a range of videos to promote the new Ford Fiesta, including one which highlights the benefits of keyless entry and push button start to a guy being chased by zombies…who knew a Fiesta was a key piece of your arsenal in the war against ‘the Undead’?

The best of them all has to be the Kia Soul video featuring rapping hamsters. Weird and wonderful.


(Via Panti’s Blog)