Imitate Honda’s Top Viral Success with Animated Videos
|August 12, 2014||Posted by Marianna under Marketing with Animations and Videos|
You may have heard that Honda has been found to rank top of all car brands when it comes to producing car adverts that go viral in the UK.
What we found most exciting about this is that their most successful videos are animations!
Honda’s creative animated video “Hands” came top of the list, attracting just over an astonishing 12 million views.
Second place was also awarded to Honda, thanks to their innovative animation “An Impossible Made Possible”, which drew in 7 million online views.
The results were compiled by Visible Measures, a company that specialises in internet video audience measurement. It analysed figures not only pertaining to the original videos uploaded by companies, but also where they had been embedded and uploaded by others, to provide a clearer idea of each video’s impact.
Visible Measures used the data they gathered to assemble a list of the top 10 most viewed UK car advertisements since 2010. The Japanese carmaker took first two places, while Chevrolet took third and fourth places with its “Outstanding Design” and “LifeTest” campaigns. Fifth was Volkswagen’s “Play the Road”.
The Art of Innovation
The success of the adverts in this top 10 list can be put down to dedication to moving away from convention and being innovative.
“All of these ads have engaged viewers because they tell stories and show how a vehicle is more than a mode of transportation, it’s part of a lifestyle,” said a spokesperson for Visible Measures.
It’s no surprise that animated videos have made it to the top two slots, as animation is known to be a powerful tool for telling a story, expressing creativity and engaging audiences. The medium is also a fantastic way to communicate a brand’s values, image and culture.
What Can You Learn from Honda’s Success?
Animation moves away from reality and has few boundaries, so you really can use your imagination to its fullest. You can greatly benefit from taking advantage of this in your marketing campaigns, and Honda’s adverts can provide a few tips on how.
Invention and Nostalgia
Honda’s “Hands” tells the brand story in a captivating way, where viewers want to stay watching to see what animations will come next. Many different vehicles come into play, along with inventive animation techniques. The way the hands in the videos twist and change the images emulate the way we, as kids, played with transformers, plastercine etc., which brings feelings of nostalgia. In fact, the video reminds us of how imaginative we were as kids!
It is not only the creativity of a video that can make an impact on an audience, but also the way in which you ensure it relates to your audience. The way they engage, interact and perceive your animation is what will influence its success in being watched, shared and going viral. This will also impact on the brand image your video conveys.
Expression and Fantasy
“Hands” really emphasizes a respect for freedom and inspiration; these are strong qualities that animation holds as well as elements of the brand values and image that Honda wishes to communicate. This is a wonderful celebration of animation and its use for expression.
So much can be conveyed in a short timeframe when using a combination of images, audio, movement and imagination in making an animated video
You might consider Honda’s “Illusions” video to celebrate surrealism even more – playing with perspectives and our minds. Background music that makes us feel we’re watching a James Bond scene also adds to the mystery. The video inspires thought and brings a smile to the viewer. What better way to make your brand memorable and encourage online sharing?
Convey Brand Values
Creativity in animation is not all about drawing viewers in; there’s a lot below the surface. For Honda, the focus is on inspiration, making dreams possible, and an appreciation for the innovation of technology. The brand’s videos present not just a story of the past, but also a vision for the future.
What values your brand holds dear, and what brand image you wish to convey could be very different; however; you can use many principles and techniques that Honda have used in their animated videos.
Which of Honda’s videos is your favourite, and why? We would love to receive your comments in the box below.
Watching diverse brand videos can help to give you an idea of what you want from your animated video – including the style, tone, and values you want to be associated with your brand.
No matter what your offering or message is, remember that animation can spice it up, making even seemingly boring products more appealing and memorable.
Animated videos can be an effective way to generate trust in your brand due to the diversity of values that can be shared. Of course, following this up with activities that mirror the image you put across is crucial.
If you want to discuss more ways of using animation to promote your brand, or you want to find the best style for your video, give us a call on 0208 891 2077 for a no obligation consultation. We’re always looking forward to new and creative projects, and we look forward to hearing from you!
This post is by Marianna Keen