CAMPAIGN SHOWCASE HONDA - Live every Litre


Crowd sourcing is a risky business. Brands that put themselves out there have to place their trust in the public, but with a strong consumer response, the results can be impressive.


Honda has framed the CR-Z hybrid vehicle with themes representing the joy of driving and “values you can share”. To sell the sporty CR-Z, Honda is aiming to help drivers ‘Live Every Litre’.


Instead of being preached at to drive more responsibly and baffle drivers with renewable technology innovations, Honda’s message asks drivers to trust them with looking after the science of fuel efficiency. This means owners can get on with the important business of enjoying the CR-Z driving experience.


In February 2010, a CR-Z vehicle was fitted with cameras, and drivers were recruited through various social networking platforms. Successful applicants were selected to drive the car around different parts of Europe, followed by a film crew headed by director Claudio von Planta.


Individuals had to audition for a chance to drive the car by stating where they would go and what they would do with the vehicle - such as take a loved one to Paris to propose or trace an ancestor.


Applicants were selected by the project director, based on the most highly rated auditions and the most popular applicants thoughout the entire ‘Live Every Litre’ community.


The final film focussed on the stories of five of the final cast and followed burlesque artist Agent Lynch as she brings Paris to a stand-still with the world’s first guerrilla burlesque routine; fun-loving trio The Schoolboys who attempted the first recorded crossing of Lake Garda by bouncy castle; Bowman, a war veteran who has an emotional return to the site where he landed during D-Day in 1944, and heavy metal enthusiast Thomas, who drove from Madrid to Lisbon to realise his dream of meeting the members of his all-time favourite rock band, Metallica.


More than 1000 applications were received from 28 countries and filming took place over 38 days. ○


.EDITOR’S COMMENT. Car manufacturers were among the early proponents of branded content. Honda has cleverly inspired their consumers by making their stories the centre of ‘Live Every Litre’, which has in turn led to the creation of a user- inspired movie.


BRAND: Honda CR-Z CATEGORY: Automotive MARKET: Europe DATE:


February 2010 – July 2010 AGENCY: Grey


MEDIA CHANNEL: Experiential, OOH, PR


Right brain left brain


Cream’s take on the latest media and marketing innovations.


Ryanair has once again attacked its main competitor Easyjet using some very confrontational tactics.


Ryanair’s chief executive Michael O’Leary is an experienced media operator when it comes to generating headlines, and the Irish low-cost airline has once again made a very public attack on its competitor’s punctuality record.


Although a key component of any marketing strategy is to promote a brand above its competition, brands that directly attack others in their field are playing a dangerous game that can backfire. Ryanair has previously been forced to apologise for personal attacks on the Easyjet founder Sir Stelios Haji-Iannou.


This public squabbling seems prevalent in the airline industry. Germanwings was a lot more subtle in its approach. It disguised staff as travellers sitting amongst other passengers in the cabin, members of the team held up placards that took various oblique swipes at the practices of other airlines. Someone would hold up a sign saying, “mummy I have to pee!” to which someone else would respond by holding up a sign proclaiming, “only if it’s free”- referring to Ryanair’s plan to charge for toilet facilities.


While this head-to-head tactic is not unique to the airline industry, it generates a lot of press. This could be due to the characters involved, and as the saga between the two UK budget airlines continues, no doubt the international airline community will continue to be entertained.


Honda taps consumers for its latest ad campaign www.mandmglobal.com


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M&M JULY EZINE 2010 11


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