Honda supports launch of latest Jazz with digital campaign

by Alison Donnelly, Marketing 14-Aug-08, 10:23

LONDON - Honda is relying on digital campaign to build interest in the launch of the latest incarnation of the Jazz in October.

Digital creative agency Collective has developed the first stage of the brand-driven campaign called ‘Pass the Jazz'. A new microsite at www.honda.co.uk/newjazz encourages existing drivers to submit stories and photos.

Jazz owners will also be given the chance to takeover the car's homepage to talk about how the car is an important part of their lives and urge others to experience it for themselves.

Visitors will also have the opportunity to register to drive a Jazz for a day by registering for a test drive.

The Honda Jazz was launched in 2002, replacing the Honda Logo. Since then it has proved hugely popular in Britain, consistently third or second in its market sector behind Ford's Fiesta but ahead of rivals such as the Vauxhall Corsa, Peugeot 207 and Renault Clio.