Honda Australia is giving people the opportunity to learn about the new HR-V from an unexpected source – the car itself, in a new campaign via Leo Burnett Australia.
In a world with voice-activated vacuum cleaners and talking toasters, why should cars be left out of the fun?
Nicknamed ‘Harvey’, the idea sees the new HR-V being brought to life with AI technology to teach customers about the redesigned SUV. In a first for the category, you can ask Harvey about its fuel economy, boot capacity, hybrid engine, favourite dad joke, dating advice – anything – and it will answer back.
Says Chris Jovanov, digital creative director, Leo Burnett: “Voice technology has become so integrated into our lives. You’ve got Alexa, and Siri, and we looked at the HR-V and thought – why not Harvey? Part utility, part entertainment, Harvey is a fun brand experience designed to make car buying joyful and accessible from anywhere.”
Built with an AI brain, Harvey aims to flip the car buying experience by making it an easier, more seamless and entertaining process
Says Ben Familton, head of brand and communications, Honda: “The Designed for Joy platform is all about celebrating the Honda experience as playful, straightforward and simple. Harvey is not only the most seamless, joyful way to experience a car, it’s a category first, which we’re immensely proud of.”
Comedian Sam Taunton was brought on board to help create the voice of Harvey. Using AI voice cloning software, Harvey learned and mimicked Sam’s voice, creating a text-to-speech generator that can create any response across a wide range of emotions.
With an ecosystem that spans Google Voice, Facebook Messenger, a bespoke landing page utilising webGL technology and more, Harvey is a unique customer experience that lets users tap in from anywhere. So whether you’re at a Honda Centre, at home, or out and about in the world, you’ll be able to quiz Harvey about his encyclopedic knowledge of the HR-V (plus a couple of other things, too.)
The integrated platform will be running across online video, social, digital radio, OOH and Harvey.Honda.com.au, where people can interact and chat with Harvey.
General Manager Customer Experience: Belinda Cusworth
Head of Brand & Communications: Ben Familton
Brand & Communications Specialist: Lora Tomassi
Brand & Communications Coordinator: Deana Bazzanella
Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Creative Director: Chris Jovanov
Art Director: Chloe Herbert-Smith
Writer: Kevin Ma
Director of Integrated Strategy: Ilona Janashvili
Managing Director: Kate Silver
Client Partner: Callum Hayes
Client Director – Digital Solutions: Afshin Saffari
Producers: Francesca D’Orazio, Larissa Coupe & Nara Lea