The Japanese car marque plans to roll out the next-generation technology from early next year in interactive ads for its Civic Type-R model.
The direct-to-dealer function, which was devised by interactive TV specialist Zip TV, will initially be available only via advertising on cable channels, as the interaction is currently limited by the lack of a return-path via digital satellite.
Viewers interacting with the ads will be able to ask the dealer questions directly through their TV, as well as being able to find out specification details and book a test-drive.
Honda UK marketing director Simon Thompson said that the ads marked the first stage of opening up an 'always-on' communication channel for consumers.
Thompson added that as Honda now receives the majority of customer enquiries via the internet, it made perfect sense to shift its marketing focus to online and interactive TV. Next year, all Honda's ads will contain an interactive element.
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