Agency Collective London created an online teaser campaign, marking the first time the brand has used digital as a precursor to a television advert. A 20,000-piece online jigsaw puzzle, when complete, forms the homepage of the main site, www.ProblemPlayground.com.
Primarily a brand campaign, it also points users to Honda products including the FCX Clarity hydrogen fuel cell car, 60 mpg Civic Hybrid and Solar Refuelling Station.
The television advert, created by Wieden and Kennedy, airs tonight at 7.30pm on ITV1. Characters from the ad have been transformed for online into animated characters, demonstrating Honda's problem-solving ethos as they lead users through the experience.
The wider digital campaign is one of Honda's most ambitious to date - involving interactive banners, an Independent online advertorial, puzzle-solving widget, sponsorship of Multimap and a tie-up with Yahoo! Answers.
Jonny Freeman, Honda's digital marketing manager, said: "Digital provides us with an ideal opportunity to bring the whole notion of problem solving to life, and to demonstrate Honda's long term commitment - stretching back 50 years - to creating innovative products with less impact on the environment."
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