Phygital

By now I'm betting alot of you will have seen the Honda Jazz ad on TV. What do you think?

I think it's a lovely TV ad but as a stand alone ad it doesn't compare to some of the great Honda work Wieden's have done (live action TV and Cogs to name but two)

But it's not a stand alone ad, as a lot of digital natives will have seen (I'm unsure how this has been disseminated to the wider world) there's an accompanying iPhone app where you can catch the characters as they appear on screen.

The game actually works by syncing the music in the soundtrack on your phone and is some impressive tech.

What's nice here is you can have an innocent play with the characters and there's sales/product benefit information without it being rammed down your throat.

Wieden's smashes it again.

The work is representative of a wider trend in marketing:

Phygital

Phygital is a way to connect the online and physical words to create a real experience of the product or brand values. You can see this with the Nike Chalkbot: a Twitter feed was graffitied besides Lance Armstrong via a robot and the Orange winter warmer campaign where people used Twitter and sent a van with hot chocolate and scarves to cheer up friends.

Phygital is already trademarked before you even think about.

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