LIVE EVERY LITRE by Grey London for Honda

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LIVE EVERY LITRE

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Industry Cars
Media Promo & PR, 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: Cars & Automotive Services
Advertiser: HONDA
Product/Service: HONDA CR-Z
Agency: GREY LONDON
Date of First Appearance: Jul 23 2010
Entrant Company: GREY LONDON, UNITED KINGDOM
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: Natasha Choolun (Grey London)
Chief Strategy Officer: Neil Hourston (Grey London)
Planner: Olie Gilmore (Grey London)
Communications Director: Claire Ballard (Grey London)
Creative: Andy Amadeo (Grey London)
: Atheer Al-Salim (Wildfire)
Director: James Gooding
Account Director: Sarah Byrne
Media placement: Online - Http://www.liveeverylitre.com - 23/07/2010
Media placement: Online - Http://www.facebook.com/liveeverylitre - 23/07/2010

Insights, Strategy & the Idea
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, premiered simultaneously online and at a unique live event.

Creative Execution
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 premiered simultaneously online to the world’s biggest independent film community, Futureshorts – and at a unique live event in London.

Results and Effectiveness
The average age of people engaging with Live Every Litre was 26, succeeding in HONDA’s aim to reach a younger audience than their usual drivers (average age 54).
6 million+ online media impressions, 2 million+ views of the short films and extensive mainstream media coverage across Europe, proved Live Every Litre - and the CR-Z – was being talked about outside of traditional motoring audiences.
The feature length film will be shared with an even wider audience in summer 2011 on Current TV, and discussions are in place with several other TV networks including Channel 5, Discovery Europe and Dave.