DOOH experiences are often digital by definition but we have always appreciated analog types of interactive experiences that cause us to think about creative ways to express a story without screens and code. This Honda Civic commercial has been airing for sometime but I reconnected with it recently because of another musical IOOH experience that was similar in inspiration (VW Piano Stairs – post coming soon).
One of the ways we define IOOH experiences is to create a layer of parallel experience on top of a real world physical activity that changes and enhances it with information, utility and entertainment. The Civic Project: Musical Road did that by allowing drivers to hear a song that was generated by the vibrations that car tires make when driving over payment groves. Super creative and difficult to get right. Take a listen.
This clever idea is very low tech at the point of deployment but very high tech in its implementation. The use of professional musicians together with civil engineers is a interesting blend of skills. You can see from the below video and some of the other “Making of” videos posted by Honda on YouTube, the work and planning that went into make this idea come to life. I applaud the determination and attention to detail that went into creating this permanent experience that everyone can enjoy. Kudos to Honda for funding such a unorthodox form factor for a DOOH experience – asphalt. Now all they need is a more traditional DOOH LED digital display on the side of the road to help connect the dots for the audience and extend the story.
RSS Feed
Email
One Response to "The Civic Project: Musical Road"
I also loved this project, and it’s long been on my list of things to maybe someday post about here. It was evidently inspired by a couple of similar projects in Asia.
When I first became aware of it was shortly after controversy had forced Lancaster to remove the grooves from the original stretch of road. At the time I figured the story was over, but evidently the town has revived the experience elsewhere, and it continues to provide promotional value for Honda.
As I recall, part of the promotion was that the road was specifically designed to sound best when driving a Honda Civic – the wheelbase of your car affects the sound. But I think the effect is still noticeable in most cars.