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Honda Jazz: London
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DRAFTFCB Melbourne has launched a fully integrated campaign for the all-new Honda Jazz. Leading the campaign is a 60’ & 45’ TVC Entitled “London”. The spot follows the ever so sassy Jazz as she discovers the wonders of a big city for the first time. The campaign continues on from the charming "Village Green", which was launched late in 2005. The "Village Green" concept, created by Draftfcb, was narrated by "Black Adder's" Tony Robinson and established the Honda Jazz as a highly likable character that all other cars admired. It positioned the Jazz as the absolute best car in its category.
"The challenge with this new incarnation was to deliver the story in a more dynamic, contemporary style, yet keep all of the charm, fun and humour of the original", said DRAFTFCB Creative Director, Scott Lambert. The fully integrated campaign sees the all-new Jazz in magazines, on street furniture, in point of sale and brochures at dealerships and with her own Microsite featuring her own online magazine. Draftfcb's interactive department worked closely with DT Design to deliver the on line elements. The Microsite honda.com.au/vroom also contains a humorous viral casting session.
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