Everyone knows the Civic is a good car. It was our job to remind people that it was a driver’s car. So we created the Civic Musical Road, an actual location that drivers could experience in person and hear their car sing.
In 10 days, and without us releasing any communication, the road took on a life of its own and became a cultural happening. Social media had a field day. Stories appeared in newspapers across the country. There was even a front-page article in the Wall Street Journal. And it was featured on nationally syndicated radio programs like NPR and Paul Harvey’s The Rest of the Story.