Watch: Honda opens 'door to non-conscious' for largest ever European campaign

Honda has used what it calls "world-first" neuroscience testing to optimise its new online virtual showroom.

Its Real View Test Drive, which gives potential buyers a chance to see the car in action online, was developed in partnership with global marketing and technology agency DigitasLBi, alongside creative production and neuromarketing specialist Saddington Baynes.

On the basis that 95 per cent of consumer purchase decisions take place in the non-conscious mind, according to research, Saddington Baynes tested the emotions of 400 people in the UK and Germany before creating the virtual CGI showroom for Honda. 

The resulting content was optimised to engage viewers emotionally, while also educating them on a rational level.

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