Create a Holiday Postcard

Using Christmas greeting cards as a theme, American Honda Motor's annual "Happy Honda Days" holiday campaign's integrated program includes four broadcast spots running through year's end, as well as outdoor and radio. But the Web has graduated from a sidelight in previous years' holiday pushes to a critical component.
"We've gone from simple banners with offers to a campaign that really ties in with the television campaign visually," said Fern Shlauter, management supervisor at RPA's interactive group, who's been working on the national campaign at the Santa Monica, Calif., agency for the past five years. "Our online efforts are bigger than ever before, with a much more extensive Web presence," she told AdWeek.

Online work includes banner ads in which a succession of moving vehicle appear to be pulling Santa's sleigh. Copy reads, "On Accord! On Odyssey! On Ridgeline!" The website lets people create their own holiday card and send it to a friend.

"We've always had digital integration with this event," said Shlauter. "But this year the work will make the online experience bigger, more impactful. By focusing more on the back end, the [online] cards enhance the experience and make it more sticky."