Best Advertising Website, Best Automobile Website

For the launch of the new Honda Odyssey, Honda and RPA wanted to engage audiences with high impact media and technology to generate awareness of the innovative features of the MY19 vehicle. In partnership with Amobee, Honda launched the industry’s first scalable and sharable virtual reality ad, built with proprietary 3D technology that acted as a catalyst to deliver an immersive and interactive experience to smartphone users. The 3D ad allowed users to navigate in detail, the interior and exterior of the Honda Odyssey with the option to learn more about the new features. Mobile audiences could simply tap an ‘Enter VR Mode’ button, where the technology split the screen stereoscopically, prompting users to put their smartphones in a VR viewer, such as Google Cardboard, allowing them to be completely immersed in an interactive, virtual world. The 3D experience was hosted on a microsite for users to share on social media, or come back to the experience at a later date, perhaps when they had VR viewers readily available. When visiting, the microsite intelligently detected the device (smartphone, tablet, or desktop) and dynamically adapted the appropriate experience to the right screen, permitting smartphone users to experience the 3D-enhanced experience with VR. Overall, the virtual reality ad exceeded 3D engagement rate benchmarks by 84% on smartphone. The sharable functionality of the campaign lead to a 791% engagement rate from smartphone users visiting the microsite in VR mode. By adding VR solutions to 3D creatives, Honda was able to enrich their audience’s experiences

Contributors:

Senior Art Director, RPA:	Hide Konishi
Account Executive, RPA:	Chris Varela
Group Account Director, RPA:	Rinku Mahbubani
Media Director, RPA:	Felicia Lau
Media Supervisor, RPA:	Esther Kim
AVP, Marketing Operations, Honda:	Tom Peyton
Manager of Media Strategy, Honda & Acura:	Phil Hruska
Senior Account Executive, Amobee:	Laura Peper
Senior Sales Director, Amobee:	Troy Troutner
Sales Director, Amobee:	Aakash Arya

AMOBEE

Location: United States