American Honda Motor Company was looking to become more innovative with their digital work to target and attract young consumers. MXM was selected to participate in the digital pitch to overhaul and develop comprehensive campaigns around the launch of the new Accord Hybrid and HR-V.
A custom personalization engine and content grid were the templates for the website UX and UI design strategy. This allowed relevant stories and articles to be tailored to the user's history to increase millennial engagement and return visits. Motion and interaction design was incorporated across the site to provide delight while guiding the user along the path to purchase.
The brief was to create a captivating destination that brings to life the character, design, and environmental benefits of the new Accord Hybrid. The story of the Honda Accord Hybrid is told through interactive panels that highlight it's new, green i-VTEC engine to the numerous industry-leading safety and cutting-edge external features. Gamification elements, like the Safety & Driver Assistance module, were concepted and designed to provide a more visual interactive experience to target the millennial customer.
The objective was to develop a campaign that conveys the fun and excitement owners experience owning the new Honda HR-V. Once again targeting millennial auto consumers, we created a series of concepts around the idea of “Funderstruck,” the feeling you get when you first fall in love with your HR-V. The campaign strategy utilizes technologies like geo-targeted Instagram filters and dealership iBeacons to spread the feeling of Funderstruck to other owners and prospective buyers.
