Honda Australia is taking the age-old question of “how many ____ can you fit in a phone booth” to the next level with an online viral video campaign that asks “How much ____ can you pack in a Jazz?” Honda joins the ranks of car companies that are using viral video to promote themselves on the web with this new Honda Jazz video campaign. So far the company has packed as much Hipster, Rap, Ninja and Massive as they could into the Jazz and garnered nearly 350,000 views in the first week.
Honda and Honda Australia have had a YouTube presence for a while, but have yet to launch a video campaign on the scale of Toyota’s Swagger Wagon, Volkswagen’s Fast Lane Campaign, Ford’s Fiesta Campaign or the Kia Soul dancing, rapping hamsters. This campaign has the potential to reach a wide audience, especially considering the fact that they are targeting everyone from hipsters to ninja fanatics, rap and YouTube fans, and bodybuilding fans.
All of the videos in the campaign have the same format. They start out with the question “How much ____ can you pack in a Jazz?” We then watch as a Honda Jazz is packed full of Ninjas, Hipsters, Massive Bodybuilders, or Rap stars and paraphernalia. The narrator then asks a smart looking scientist guy the same question and he replies with a witty one-word answer. The hipsters, ninjas, bodybuilders and YouTube’s rap sensation Bangs then stereotypically talk about perks of the Honda Jazz. If you ask me, this is a pretty solid campaign.
Check out the Honda Jazz campaign videos below, ranked according to the number of views each has so far. The Hipster spot is by far the most popular, with nearly 200,000 views so far. What do you think about Honda Australia’s campaign? How does it stand up against other car company’s online video campaigns?
