Posted by: David Kiley on March 23, 2006
There are billboards for the Honda Element in 16 major markets around the country. They ask questions such as, “What does a Honda Element and a platypus have in common?” or “What do a Honda Element and a crab have in common?” Drivers are then asked to tune to a specific radio frequency to hear a commercial and discover the answer.
The commercials make up part of the “Element and Friends” advertising campaign, and can be heard within five miles of the billboards. An “Element and Friends” website was launched last November.
Here is a little problem. The boards in New Jersey on the Turnpike and in the Miami area that I have driven by several times DON’T WORK!
As I tuned in the stations to get the answer (how desperate am I for entertainment?) the frequencies were silent but for a bit of static.
Let me give Honda and agency Rubin Postaer a definition of the opposite of “engagement,” the new buzz word. “ANNOYANCE.”