Honda Case study HONDA LIVE EVERY LITRE by Grey London

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HONDA LIVE EVERY LITRE

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Industry Cars
Media Case study
Market United Kingdom
Agency Grey London
Director James Gooding
Executive Creative Director Nils Leonard
Creative Vicki Maguire, Dan Cole, Andy Amadeo, Jonathan Marlow, Andy Garnett, Jimmy Blom - Ug
Released July 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: HONDA
Product/Service: HONDA CR-Z
Agency: GREY LONDON
Date of First Appearance: Jul 23 2010
Entry URL: http://www.liveeverylitre.com
Executive Creative Director: Nils Leonard (Grey London)
Chief Digital Officer: Jon Williams (Grey London)
Creative: Andy Garnett (Grey London)
Creative: Dan Cole (Grey London)
Creative: Jimmy Blom (Grey London)
Creative: Jonathan Marlow (Grey London)
Creative: Vicki Maguire (Grey London)
Account Director: Sarah Byrne (Grey London)
Digital Producer: Leon McComish (Grey London)
Website Producer: Natash Choolun (Grey London)
Chief Strategy Officer: Neil Hourston (Grey London)
Planner: Ollie Gilmore (Grey London)
Communications Director: Claire Ballard (Grey London)
Creative: Andy Amadeo (Grey London)
: Atheer Al-Salim (Wildfire)
Director: James Gooding
Media placement: Online - http://www.liveeverylitre.com - 23rd July 2010
Media placement: Online - http://facebook.com/liveeverylitre - 23rd July 2010

Describe the campaign/entry
Honda’s challenge was to engage a younger audience with the launch of their new sporty hybrid, the CR-Z. In doing so, they wanted to make the Power of Dreams more than just an endline on their advertising.
So, Live Every Litre invited everyone to live their dreams in the new CR-Z…whatever they might be.
Through bloggers and social media, the whole of Europe were invited to share and vote on their own dream journeys. 13 of those dreams became reality on a 9,847km journey across Europe. The world’s biggest test drive.
An active audience followed online and tweeted decisions along the way.
28 short films were edited daily and shared online from the backseat of the CR-Z.
And a co-created feature-length film, documenting the real power of dreams, premièred simultaneously online and at a unique live event.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign began with an interactive road movie - designed to find people more likely to follow their dreams. Via email or Facebook, they were then asked:
"With a full tank, an open road and no excuses, what would you do?"
Thousands uploaded their own dream journeys and rated others at liveeverylitre.com
The final 13 were chosen by a team of Europe’s top bloggers - with each driver invited to make their dream journey come true in the CR-Z. The car was passed from one driver to the next, while the rest of the audience was invited to follow (and influence) the trip via twitter.
The 9,847km road trip was filmed and edited into 28 short films, shared nightly at liveeverylitre.com attracting up to 500,000 views EACH.
A feature-length film premièred simultaneously online to the world’s biggest independent film community, Futureshorts – and at a unique live event in London.

Give some idea of how successful this campaign/entry was with both client and consumer
Laura Price, Honda Social Media Manager said: "Live Every Litre was such an exciting campaign for Honda because the crowd sourced nature allowed the online community, rather than us, to mould the final outcome and tear up the rule book on traditional car launches."
The average age of entrants was 26, succeeding in Honda’s aim to engage a younger audience than their usual drivers (average age 54).
6 million online media impressions, 2 million+ views of the short films and extensive media coverage across Europe, showed Live Every Litre - and the CR-Z – being talked about outside of traditional motoring audiences.
The feature length film will appear in summer 2011 on Current TV and we are currently in licensing discussions with several other TV networks including Channel 5, Discovery Europe and Dave.