Titanium

UNI-CUB is a new personal mobility device developed by Honda. For its global branding effort, they created a “collaborative music video” with popular band, OK Go. The entire video was filmed in one continuous shot with a drone from 0 meters to 700 meters above ground. In 10 hours the video reached 1 million views. In 6 days, 10 million and currently 20 million and counting. The microsite provided the making-of, product information and an interactive video which allowed users to design their own mass game. The sequential launches kept the campaign viral for a long period of time. 

The client’s target was quite modest, 1,000,000 views. We easily reached this number in 10 hours after the launch. In fact, our target was 10,000,000 views, which was a challenging number but have managed to reach it in one week. Now the video has earned over 20,000,000 views and the customers around the world love the film, and praise Honda for supporting the production though their product. Since the launch, the page views of the campaign website reached 241,000, the unique users counted to 211,000, and over 62,000 user-generated videos have been created so far.

The number of access to Honda's UNI-CUB global website increased by 1,487% compared with the same time last year. (19,637 PV in the end of March, 2014,  291,968 PV in the end of March 2015)

In 2014,

October 27 The world premier of the video on NBC Today.

October 27 Japan premier of the video via Gizmode Japan.

October 27 The campaign website iwontletyoudown.com was launched.

October 31 The making-of video has been uploaded to the website.

November 3 The Interactive content has been added to the website.

Most notably, this collaborative output pushed the relationship between “the artist and business” to the next level. In most cases, the production process of music video requires only an artist and film director, and the primary role of a sponsor is limited to product placement.

However in this case, a creative director from the agency was at the centre of creative process; neither the client nor the artist compromises the output and found the best solution. Honda’s involvement on this project was not so-called “product placement”, but played an essential role to make this entertainment happen, and brought about an outcomes more that what we all envisioned.