Cat film for Honda achieves 27 million YouTube views in one day with paid campaign
A new campaign for the Honda Jazz car produced 27 million YouTube views in just one day, with the creative work being done by Dentsu One in India.
The cat-themed film has the tagline ‘See sexy in a new light’ in line with the “quirky brand personality” of the car – according to Dentsu.
In the film a cat is positioned as a snob, mocking humans but impressed by the Honda Jazz.
Denstu One national creative director Titus Upputuru said: “We thought a cat was a good idea to launch the quirky attitude of the new Jazz. We are pleased that the communication has been received so well.”
And the agency’s executive vice president Abhinav Kaushik added: “In a category full of models that sell on bells and whistles, the new Honda Jazz with its anti-ordinary personality has used the cat to mock the set conventions and notions with an execution that is memorable and uncharacteristic.”
The campaign will run for two months on television, print, outdoor, online and social media. And Kaushik told Mumbrella the cat may make a return in future ads.
Dentsu One confirmed to Mumbrella that the YouTube masthead was paid for, but the agency claimed the 27 million views were “organic”.
Honda has been a client of Dentsu for 15 years.
Credits
National Creative Director: Titus Upputuru
Business head: Abhinav Kaushik
Creative team: Titus Upputuru, Auryndom Bose, Neharika Awal, Chinmoy Bhowmik, Deepali Agarwal, Nikhil Kumar and Dipani Neb
Account management: Geetika Prabhakar, Tanvi Kalra and Yoshio Habu
Planning team: Anand Murty and Samik Chatterjee
Film: Suprotim Day and Dawa Lama
Film director: Shaunit Motwani
Producer: Kamil Ali
Production house: Pale Blue Dot Films
Music: Rahul and Nariman (The Jamroom)
What a crock of shit…why would millions of people watch this [Edited under Mumbrella’s community guidelines]? They must have bought the hits.
ReplyBecause there are billions of people there.
Do the maths.
ReplyNo doubt it is popular but I doubt those numbers are organic. There is nothing interesting, amusing, new or different about the cat. Not for an online video. I was expecting more.
Replywhat a painfully average ad.
[Edited under Mumbrella’s community guidelines]
the video has 27m views but 56k likes and 27k ‘dislikes’. thats a 2:1 ratio which is HORRIBLE. its the same ratio trump’s inauguration speech has. in case anyones interested.
also 83k actions on a video with 27m views by youtube standards is pretty horrible too
just did some clicking around and most videos with 5 to 6m views have about 70 to 80k actions on them. so videos with a quarter of the views have about the same level of activity. quite obvious that this means a sizeable amount of paid media was put behind this terrible ad and the general response to the ad is negative. what a shock
[Edited under Mumbrella’s community guidelines]
ReplyIf India is anything like China then these numbers are meaningless.
Still judging a campaign in China (or India) based on likes or views is very immature.
ReplyHave your say