We created ‘Psicodriving’, a branded comedy series for television, and a unique opportunity for our target to visit someone they could confide in and talk to about their problems – all while taking a ride in the new Civic.

Working with national broadcaster Antena 3, we got our ‘Psychoanalyst’ (actually a well-known actor) to drive his ‘Kidult’ patients around, giving advice on issues they were dealing with, in the process becoming the first automotive brand in Spain ever to provide content to a TV network.

Each episode focused on a different issue; topics like growing up and accepting responsibility, dealing with women, sexual performance, career pressure, and even threesomes…

The integration of Civic was seamless with the car an integral part of the action and present throughout, and we created a Facebook app that allowed fans to psychoanalyze themselves and learn what type of ‘Kidult’ they were, sharing the results.

Psicodriving was a MEDIA FIRST for Spain. No other automotive brand had done anything close and earned exposure during the first 2 weeks of the campaign was unprecedented.

Each episode was watched by over 2 million viewers, with the final one reaching almost 3 million, and the Facebook app got over 1,300 ‘Kidults’ to ‘psychoanalyze’ themselves.

Target traffic to dealers increased 14% vs. previous Quarter, and the show impacted the purchase funnel, with awareness up 6%, purchase consideration up 2%, and brand (model) recall jumping a record-breaking 36% vs. 2011.