Santa Monica, Calif., Oct. 4, 2012 — The Interactive Advertising Bureau (IAB) today announced that Honda and RPA, the largest advertising agency headquartered in Los Angeles and the third-largest independent agency in the country, won three Marketing and Interactive Excellence (MIXX) Awards in the categories of Experimental and Innovative Campaign, Viral Campaign and Cross-Media Integration Campaign. The MIXX Awards acknowledges marketers, agencies and media companies' notable work in the online advertising space, specifically highlighting creativity and impact in digital advertising.
Honda and RPA were awarded Gold for the Honda CR-V "Pintermission" for best Experimental and Innovative campaign and for the Honda CR-V "Matthew's Day Off" best Viral-Single Execution as well as Silver for the Honda CR-V "Leap List" campaign for best Cross-Media Integration.
Honda and RPA created the "Leap List" as an integrated advertising campaign supporting the launch of the all-new Honda CR-V, which featured a unique online destination at http://leaplist.honda.com. The robust campaign encouraged consumers to conquer their aspirations before transitioning into the next phase of life by completing their own Leap List, while also communicating how the CR-V can help achieve each and every task.
"Matthew's Day Off", which garnered more than 16 million YouTube views, was created for the Super Bowl as part of an integrated, multi-platform advertising campaign to support the launch of the all-new Honda CR-V. Hidden in the spot were dozens of "Easter eggs" reflective of the original film. Fans of "Ferris Bueller's Day Off" were encouraged to watch the spot closely to see how many references they could find. In addition, Honda fans got a sneak peek at the Super Bowl ad in a 10-second teaser released early.
To make its debut on Pinterest and to continue support of the CR-V "Leap List" campaign, Honda encouraged people to stop using the popular social network for 24 hours. Honda offered some of the most active pinners $500 to take a "#Pintermission"—a 24-hour break from Pinterest to get out and do some of the things they've been pinning about.
The MIXX Awards, founded in 2005, are the premier honor in digital recognition, as they are the only industry awards to celebrate both creative innovation and real-world results.
"Gaining top honors for our use of social media and brand campaigns on Honda projects is incredibly gratifying. It demonstrates our dedication to going beyond the expectations of a full-service agency," said Joe Baratelli, EVP, Chief Creative Officer at RPA.
To view the 2012 MIXX Awards Gallery, visit: http://www.iab.net/mixxawards/gallery2012/.
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit http://www.rpa.com.