Fifteen months of branding evolution has come to fruition as Honda and Grey premiere the Live Every Litre film - coralling 28 nations, 35 days of filming and the 10,000 strong online community around the campaign.
Taking the Honda name to a young target group of 21-34 year-olds, Grey, London and word of mouth agency Wildfire, London helped the carmakers launch the Live Every Litre website in February this year, asking social media savvy drivers: what would be their dream journey?
Following the brand tagline 'The Power of Dreams', the campaign mobilised a new, young fanbase through social media channels, becoming an early adopter of Facebook Connect to challenge consumers to share travel stories, creating a phased, always-on campaign in the process.
The aim: to boost brand perception, and tie in with the recent launch of Honda's sporty new two-seatre hybrid, the CR-Z.The result? More than 10,000 signed up to the campaign site, 150,000+ unique views to date, and a crowdsourced movie featuring footage of adventurous young travellers touring Europe.
Featuring fan-created stories which appeared at the campaign site and Facebook page along the road, the Live Every Litre movie premieres at a Secret Cinema-hosted event on 21 July. Directed by Claudio Von Planta, famed for the Ewan MacGregor biking epics The Long Way Round and The Long Way Down, the production starred a team recruited via campaign submissions, and shot across 35 days, all documented with daily updates by the crowdsourced cast, who had been given Nokia N97 phones to tweet, film and blog the activities.
Among the 13 stories selected from 1,000 entrants included memorable journeys such as D-Day veterans revisiting Normandy, three Brits sailing across Lake Garda on a bouncy castle (clip above), a burlesque show in Paris's streets and a trio of rock fans hauling ass across Europe to meet Metallica in Lisbon.
Contagious spoke to Honda Europe's social marketing manager Laura Price and Grey, London ECD Nils Leonard ahead of the premiere. What was striking about the conversations was the incredibly close vision shared by the pair - client giving agency freedom to develop a campaign which gave fans the chance to spread a positive message for Honda.
'Honda gave us an amazing brief,' said Leonard. 'They asked the question: how do we go from a brand which people think sells stuff to a brand to a brand that people want to exist? These days I'd start every brief that way.
'We realised that the way people buy cars is completely fucked - you turn up at a dealership, hopefully with some experience of a brand or the random recollection of a marketing message. But really we ask our friends, personal recommendation is the biggest factor.
'I'm so pleased we were able to hand this over to people. Ultimately it is about a transaction, and you have to ask people what they want to do; give something back, something to play with. What was really exciting about this was the energy around the shoot. You have to have a team from producers to account handlers you can trust, who can multi-task. We were learning as we went, it was like having ideas in real time.'
It was testament to Honda's commitment to the campaign and to innovation that the campaign could grow, Leonard praising the client's willingness to adapt and allow the community content to speak for the brand.
Honda's social media manager confirmed the automakers had something new in mind when they launched the campaign, as they sought to shift brand perception and its demographic (in Britain, for example, buyers are in their mid-fifties).
'People were having conversations about Honda, but it was loyalists talking about the cars,' said Price. 'They were not talking about Honda in lifestyle terms.
'We had the launch of the CR-Z coming up and with the recession we didn't have stacks of cash, so we had to look at how we could do things differently. That was key for Honda, as we are really innovative.
'The campaign was about The Power of Dreams, and turning that into something tangible. In social media you have to be really careful in the way you approach it, people are saturated with big brand messages, so you have to be authentic and let people take part.
'What was amazing about the campaign is that we had people like the guys travelling to see Metallica, aged 24, and we weren't on his radar. We reached people who probably had not thought about Honda before.'
The Live Every Litre film premieres simultaneously in London, and online at www.liveeverylitre.com on 21 July at 8pm GMT
Following the brand tagline 'The Power of Dreams', the campaign mobilised a new, young fanbase through social media channels, becoming an early adopter of Facebook Connect to challenge consumers to share travel stories, creating a phased, always-on campaign in the process.
The aim: to boost brand perception, and tie in with the recent launch of Honda's sporty new two-seatre hybrid, the CR-Z.The result? More than 10,000 signed up to the campaign site, 150,000+ unique views to date, and a crowdsourced movie featuring footage of adventurous young travellers touring Europe.
Featuring fan-created stories which appeared at the campaign site and Facebook page along the road, the Live Every Litre movie premieres at a Secret Cinema-hosted event on 21 July. Directed by Claudio Von Planta, famed for the Ewan MacGregor biking epics The Long Way Round and The Long Way Down, the production starred a team recruited via campaign submissions, and shot across 35 days, all documented with daily updates by the crowdsourced cast, who had been given Nokia N97 phones to tweet, film and blog the activities.
Among the 13 stories selected from 1,000 entrants included memorable journeys such as D-Day veterans revisiting Normandy, three Brits sailing across Lake Garda on a bouncy castle (clip above), a burlesque show in Paris's streets and a trio of rock fans hauling ass across Europe to meet Metallica in Lisbon.
Contagious spoke to Honda Europe's social marketing manager Laura Price and Grey, London ECD Nils Leonard ahead of the premiere. What was striking about the conversations was the incredibly close vision shared by the pair - client giving agency freedom to develop a campaign which gave fans the chance to spread a positive message for Honda.
'Honda gave us an amazing brief,' said Leonard. 'They asked the question: how do we go from a brand which people think sells stuff to a brand to a brand that people want to exist? These days I'd start every brief that way.
'We realised that the way people buy cars is completely fucked - you turn up at a dealership, hopefully with some experience of a brand or the random recollection of a marketing message. But really we ask our friends, personal recommendation is the biggest factor.
'I'm so pleased we were able to hand this over to people. Ultimately it is about a transaction, and you have to ask people what they want to do; give something back, something to play with. What was really exciting about this was the energy around the shoot. You have to have a team from producers to account handlers you can trust, who can multi-task. We were learning as we went, it was like having ideas in real time.'
It was testament to Honda's commitment to the campaign and to innovation that the campaign could grow, Leonard praising the client's willingness to adapt and allow the community content to speak for the brand.
Honda's social media manager confirmed the automakers had something new in mind when they launched the campaign, as they sought to shift brand perception and its demographic (in Britain, for example, buyers are in their mid-fifties).
'People were having conversations about Honda, but it was loyalists talking about the cars,' said Price. 'They were not talking about Honda in lifestyle terms.
'We had the launch of the CR-Z coming up and with the recession we didn't have stacks of cash, so we had to look at how we could do things differently. That was key for Honda, as we are really innovative.
'The campaign was about The Power of Dreams, and turning that into something tangible. In social media you have to be really careful in the way you approach it, people are saturated with big brand messages, so you have to be authentic and let people take part.
'What was amazing about the campaign is that we had people like the guys travelling to see Metallica, aged 24, and we weren't on his radar. We reached people who probably had not thought about Honda before.'
The Live Every Litre film premieres simultaneously in London, and online at www.liveeverylitre.com on 21 July at 8pm GMT
Source: contagiousmagazine.com
wow...
maybe it's something in the toxic mold around there that causes violent car ramming impulses?
I know I've felt it coming on occasionally.
But wait. The guy was already wearing a helmet. Was this planned or was he psychic? Very strange!!!
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