over 3 million downloads for 'Choir'
We noted on here a while back that downloads of Wieden + Kennedy's ‘Choir’ TV ad for the Honda Civic had topped 800,000. This seemed bloody good. More recent figures show that the ad has been viewed online more than three million times in just one month. Now, that's impressive.
The huge demand crashed Honda’s servers, as the website’s bandwidth couldn’t cope with the number of downloads. This problem has now been solved by hosting the Choir clip on a separate server.
The Choir ad also broke into the Top 50 Apple iTunes downloads chart, after we produced a version of the advert in iPod Video format.
As well as the ad, there's also a Civic microsite on www.honda.co.uk that allows visitors to explore a 3D model of the new car and view video content. The microsite had a record 679,000 unique visitors during the same reporting period. This led to Honda's highest level of test drive bookings ever. And, for those who ask, 'But what about the sales?' the Civic was the UK's second best selling car (after Ford Focus) in its sector at retail in January.
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Interesting, so are you saying the microsite led to the test drives? Are you able to compare online vs TV effectiveness? Is there a case for doing a web only advert considering the massive difference in media cost ie significant vs free?
Posted by: James Cherkoff | March 24, 2006 at 09:41 AM
We're in the process of analysing the data at the moment. Hard to know whether the web content would be as successful without TV to drive people to the site. But there's definitely a case for web-only films - we're already doing it. Some of the content, like the 'making of film' is only available online. And for the current Nike World Cup campaign, W+K Amsterdam has produced spots that can only be viewed online.
Posted by: neil | March 26, 2006 at 05:15 PM
Just curious why the videos were put on iTunes as a podcast. Does that give you better tracking?
In any case, I downloaded my iPod version with Google Video. Can, and do, you track that? I'm betting the number of downloads would jump quite a bit if you tracked Google. It's the first place I go to find TV spots I read about on blogs (VW's Unpimp your Auto comes to mind.)
Posted by: Pat Smith | March 29, 2006 at 06:51 PM
We put the stuff on iTunes as an experiment to see if people would download them. We can track Google and we're also talking to them about that. And we didn't put the ad on youtube ourselves but others have and we can see how many viewings there have been there.
Posted by: neil | April 01, 2006 at 11:42 AM
80's rainier beer ad:
video: high speed motorcycle
audio:
RRRRAAAAAAIIIIIIII (Gear Shift)
NNNNEEEEEEEEERRRRR (Gear Shift)
BBBEEEERRRRRRRRRRR !!!!!!!!!!!
this bit of 80's is hard to forget, so don't think this was an original idea
Posted by: ogodefacto | June 16, 2006 at 11:04 AM
What is rainer beer and where in the world does it live? It certainly didn't happen in my UK 80s.
Posted by: neil | June 16, 2006 at 12:46 PM
Rainier Beer was a very beloved beer from the great northwest of the USA
Posted by: Dwayne Britton | August 07, 2006 at 03:14 AM