1. Applied Technology Assignment 2 nd Term Rajdeep Ghosh MA, Creative Advertising 2007-’08

2. Introduction Product: Honda Element four wheeler. Product: Honda Element four wheeler. Media: Television, Print, Interactive. Media: Television, Print, Interactive. Agency: Rubin Poster and Associates, USA. Agency: Rubin Poster and Associates, USA. Year of release: 2007 Year of release: 2007 A bit more info: A bit more info: Promotion started since 2005. Promotion started since 2005. Won Yahoo’s first Search Light award in Feb, ’06. Won Yahoo’s first Search Light award in Feb, ’06. Continuing the same style of ad making till date. Continuing the same style of ad making till date. Watch the ad here: www.rpa.com Watch the ad here: www.rpa.comwww.rpa.com

3. Short brief Concept is associating each feature of the car to an animal in a virtual island. Concept is associating each feature of the car to an animal in a virtual island. Tone of Voice is humourous, light-hearted and friendly. Tone of Voice is humourous, light-hearted and friendly. Technology used is Flash (animation). Technology used is Flash (animation). Competition was/is Ford Ranger which was then and even today the best selling car in USA. Competition was/is Ford Ranger which was then and even today the best selling car in USA.

4. Conceptual Analysis Very innovative and fresh idea. Very innovative and fresh idea. Well-thought and animals well-matched with the features but they could not keep its consistency of matching the animals with the features as afterwards just made up few humourous situations where the features were just forced into e.g. the crab viral (watch here: www.rpa.com ) Well-thought and animals well-matched with the features but they could not keep its consistency of matching the animals with the features as afterwards just made up few humourous situations where the features were just forced into e.g. the crab viral (watch here: www.rpa.com )www.rpa.com Even the press ad does not say much about the product, seems to be busy in creating the drama. Even the press ad does not say much about the product, seems to be busy in creating the drama. The executions lack information about the car which is shown in the Ford Ranger TV ads The executions lack information about the car which is shown in the Ford Ranger TV ads (watch here: http://www.youtube.com/watch?v=6iHRmhOoNX8 ) (watch here: http://www.youtube.com/watch?v=6iHRmhOoNX8 )http://www.youtube.com/watch?v=6iHRmhOoNX8 It is available in exclusively different colours e.g. Tango Red Pearl, Kiwi Metallic, etc and different colour combinations (see here: http://automobiles.honda.com/element/colors.aspx ) but they never focused on it. It is available in exclusively different colours e.g. Tango Red Pearl, Kiwi Metallic, etc and different colour combinations (see here: http://automobiles.honda.com/element/colors.aspx ) but they never focused on it. http://automobiles.honda.com/element/colors.aspx Interactive ads could have shown the features of the car instead of focusing only on one FRIEND, the Gil, which is not right as the concept is named ‘Element and Friends’. Interactive ads could have shown the features of the car instead of focusing only on one FRIEND, the Gil, which is not right as the concept is named ‘Element and Friends’. The idea of T-shirt and caps was great, really made it successfully interactive but the games couldn’t end up successfully. The idea of T-shirt and caps was great, really made it successfully interactive but the games couldn’t end up successfully. Gil came up with different issues every time which always kept the audiences intrigued. Gil came up with different issues every time which always kept the audiences intrigued.

5. Analysis of Tone of Voice Not perfect for the target audience as the car does not look very new nor does have any new feature. [reviews say: “The Honda Element's looks might not please everyone, but its flexible interior and comfortable cruising manners make it an excellent tool for carrying all types of gear”. Read here: http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html ] Not perfect for the target audience as the car does not look very new nor does have any new feature. [reviews say: “The Honda Element's looks might not please everyone, but its flexible interior and comfortable cruising manners make it an excellent tool for carrying all types of gear”. Read here: http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html ] http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html Tone of Voice should have been familiar too as that would have reached the desired target audience. [(“….the younger target audience Honda had in mind”). Read here: http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html ] as they want something they can easily get familiar with. Tone of Voice should have been familiar too as that would have reached the desired target audience. [(“….the younger target audience Honda had in mind”). Read here: http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html ] as they want something they can easily get familiar with. http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html http://reviews.cnet.com/suv/2005-honda-element-ex/4505- 10868_7-31454081.html

6. Technical analysis Not a great deal of Flash used in the viral. Just at the beginners’ level. Not a great deal of Flash used in the viral. Just at the beginners’ level. Lacks proper exhibition of the car; could have zoomed into the part each ad talks about. Lacks proper exhibition of the car; could have zoomed into the part each ad talks about. Press ads were quite good in respect of newspapers or magazines; has a comical look. Press ads were quite good in respect of newspapers or magazines; has a comical look. Viral could have been 3D; just showed two angles of the car which is not enough to sell. Viral could have been 3D; just showed two angles of the car which is not enough to sell. The same voiceover was NOT used for the car, changed even in the same year which is confusing. The same voiceover was NOT used for the car, changed even in the same year which is confusing. Speech bubbles could be avoided in the viral, the sound was clear enough. Speech bubbles could be avoided in the viral, the sound was clear enough.

7. More technical analysis 3D Max could have been a better choice for giving the virals a modern look, at least have gone half the way RPA have designed their own website. Automobile ads should be as smart and technically enriched as they are themselves, e.g. Ford Ranger ad, Audi R8 ad which were released at the same time (watch Ford Ranger ad here: http://www.youtube.com/watch?v=6iHRmhOoNX8 ) 3D Max could have been a better choice for giving the virals a modern look, at least have gone half the way RPA have designed their own website. Automobile ads should be as smart and technically enriched as they are themselves, e.g. Ford Ranger ad, Audi R8 ad which were released at the same time (watch Ford Ranger ad here: http://www.youtube.com/watch?v=6iHRmhOoNX8 ) http://www.youtube.com/watch?v=6iHRmhOoNX8 Interactive ads were placed in the correct websites and in the correct manner but focused only on the crab Gil and there also it lacked a 3D image which could have been done easily. Interactive ads were placed in the correct websites and in the correct manner but focused only on the crab Gil and there also it lacked a 3D image which could have been done easily. (see here: www.rpa.com ) (see here: www.rpa.com )www.rpa.com The crab viral was not that catchy and the coconut tree was unnecessary which distracts the focus of the audience; also has not been used in any other execution. The crab viral was not that catchy and the coconut tree was unnecessary which distracts the focus of the audience; also has not been used in any other execution. (see here: www.rpa.com ) (see here: www.rpa.com )www.rpa.com

8. Competition Ford ranger has integrated its campaign through newsletters, press and TV adverts. Ford ranger has integrated its campaign through newsletters, press and TV adverts. Made by JWT, Argentina in 2007. Made by JWT, Argentina in 2007. Ford Ranger ran their television commercials for a long time. It grabs its target audiences quite well and successfully shows the power and suspension in the ad. Ford Ranger ran their television commercials for a long time. It grabs its target audiences quite well and successfully shows the power and suspension in the ad. (watch here: http://www.youtube.com/watch?v=6iHRmhOoNX8 ) (watch here: http://www.youtube.com/watch?v=6iHRmhOoNX8 ) http://www.youtube.com/watch?v=6iHRmhOoNX8 The press campaign shows the size of the car quite easily and successfully. The press campaign shows the size of the car quite easily and successfully.

9. Ford Ranger press ad: Ford Ranger press ad:

10. Integration of the campaign Interactive ads sold well yet didn’t have the Interactive ads sold well yet didn’t have the cartoon-like feeling; only the font style was similar. Print ads and virals could have focused on the interactive campaigns and given us more information about the websites where they sell the T-shirts and caps, e.g. cafepress (www.cafepress.com) Print ads and virals could have focused on the interactive campaigns and given us more information about the websites where they sell the T-shirts and caps, e.g. cafepress (www.cafepress.com)www.cafepress.com Interactive campaign has focused only on one animal and named it which made it ‘Element and Gil’; deviated from the original concept which weakened the integrity of the campaign. Interactive campaign has focused only on one animal and named it which made it ‘Element and Gil’; deviated from the original concept which weakened the integrity of the campaign.

11. End End