Customer Experience

Honda showroom uses ‘aspirational architecture’

The Actual View Test Drive project “employs neuroscience to teach and provoke audiences by simulating and atypical, aspirational showroom”

The virtual showroom (below) was created by creative production studio Saddington Baynes and DigitasLBi. It is made up of series of videos which mix live action and CGI to give a comprehensive virtual tour of a particular vehicles attributes to customers.

Establishing ‘aspirational architecture’

According to Honda, 76% of customers take at least one digital activity in the purchasing procedure. Hence that the aim was not just to create a next-gen online encounter, but also to “attract audiences on an instinctual, emotional level”.

This is where the team turned to the insights provided by neuroscience.

“I see neuroscience as an informed voice a creative mentor,” clarifies Saddington Baynes creative manager James Digby Jones.

The team wanted to create an ‘architecturally aspirational space’ to match with the brand of Honda. Movement blur and palette, camera angles, lens flare were used to have significant consequences on the way that customers perceive and engage with all the Honda brand.

The Actual View Test Drive is made up within one hour of footage, 17 languages and 900 outputs.

You may see the tour here.

Measuring engagement

The job was underpinned by Engagement Insights, a neuro-psychological evaluation that Saddington Baynes considers measures a subject’s implicit psychological responses to pictures.

Engagement Insights was utilized at every stage of the creative process to refine the reply ‘what’s a Honda showroom?’

Chris Christodoulou, CEO of Saddington Baynes, explains the procedure:

“Customer behavior straight from the horse’s mouth can still be distorted by peer pressure, morals — any number of reasons. With Engagement Insights, we uncover subconscious emotions, identifying how audiences genuinely feel about a picture, without external interference.”

“Using a pool ofrespondents, we analyzed some very, very vastly different versions of architectural area. Some outcomes were anticipated, some were downright shocking. One of our least favorite designs really rated one of the best emotional responses!”

You can find out more here.

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