Honda taps LinkedIn for Australian-first campaign

A new campaign for Honda Australia is asking users to use their LinkedIn contacts to build an ‘A-Team‘ to promote the car maker’s new Accord model.

In a first for an Aussie car maker, members are asked to select the position that best describes them and then choose from their professional contacts on LinkedIn to fill the remaining four positions on their team, creating their very own ‘A-team’.

“We chose the LinkedIn platform and use of their Application Programming Interface (API) to target an audience of mid-tier affluent professionals and engage them in a more personalised and creative way,” says Honda Australia senior manager marketing Kevin Lillie.

“We are particularly pleased with the way professionals can engage with the Accord’s features and select connections that best fit a particular position on their team.”

Each position on the team has a different point criteria to guide the member when choosing their team. The goal is to score the highest number of points by choosing an A-Team most aligned with the positions.

The concept was developed by LinkedIn and ZenithOptimedia, with creative guidance from Leo Burnett Melbourne. LinkedIn was responsible for the production of the API.

“We’ve really enjoyed working with Honda and ZenithOptimedia to develop a concept that would allow for social sharing with their target audience,” says Matt Tindale, director, marketing solutions in Australia and New Zealand for LinkedIn.

“The Honda Accord A-Team campaign is another great example of a brand using LinkedIn to come up with a more creative approach to reach and engage their target audience. This is the first automotive campaign in Australia to use the LinkedIn API.”