RACE TO DRIVE GREEN by Starcom Madrid for Honda

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RACE TO DRIVE GREEN

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Industry Cars
Media Promo & PR, Case study
Market Spain
Agency Starcom Madrid
Released April 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: HONDA
Product/Service: INSIGHT
Agency: STARCOM MEDIAVEST GROUP
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP , Madrid, SPAIN
Entry URL: http://www.ecodesafioinsight.com
Managing Director: Rita Gutierrez (Starcom Barcelona)
Account Manager: José Daniel Luri (Starcom Barcelona)
Media Supervisor: Ana Escrivá (Starcom Barcelona)
Media Planner: Sergio de Murga (Starcom Barcelona)
Media Planner Digital: Rubén Buenvarón (Starcom Barcelona)
Media placement: TV Campaign - Traditional "30 Spot - National Broadcast - 20 April 2009
Media placement: Online - Microsite, Banners, Search - Sports, News, Search, Honda Microsite - 20 April 2009
Media placement: TV Campaign - Special Action "60 Documentaries - National Broadcast - 23 April 2009
Media placement: Magazine - Full Page Color Ad - Automotive Genre - 23 April 2009
Media placement: TV Campaign - Special Mentions - MotoGP, El Hormiguero - 23 April 2009
Media placement: Newspaper - Banner Ads - Local - 06 May 2009
Media placement: OOH - Car Display - Barcelona Motor Show, Shopping Malls - 06 May 2009
Media placement: Radio - 30" Spot - Radio Road Show (Local) - 09 May 2009
Media placement: Events - Eco Challenge (Regional Test Drive Events + National Grand Prix) - 17 Spanish Cities - 13 May 2009
Media placement: Social Media - Photo And Video Footage From Eco Challenge Events - Flickr, Vimeo, Youtube - 13 May 2009

Results and Effectiveness
Our Eco Challenge TV spots were instantly recognisable, and widely watched. In fact, the campaign’s reach was 88.3%. Brand awareness for the Honda Insight catapulted to 80%. The competition reached capacity, with 2,040 drivers participating. And those who couldn’t get race track spots poured into Honda dealerships and took a test drive on their own; an additional 6,100 of them. On less than half the budget of a traditional launch, and in the middle of a deep recession, Honda sold 464 Insights in six months, doubling its share of the Spanish hybrid market to 21%.

Creative Execution
We started with Dani Pedrosa. He is Spain’s youngest Grand Prix racing world champion, and he kicked-off the Eco Challenge, test driving Insight on national television and challenging the public to beat his eco-friendly driving score. In 17 cities, at 17 test-drive events, drivers could try out the new Insight and rank their eco-scores against Pedrosa’s, other celebrities and the rest of Spain. We used ads, social media and local opinion leaders to promote participation at our unique events. A string of Spanish TV stars also eagerly took up Pedrosa’s challenge. We broadcast their performances in a series of 60-second documentaries on TV and on the web, where we also posted behind-the-scenes celebrity test drive footage and interviews. Those with the highest scores competed in a star-studded “Grand Prix” at a closed-circuit professional driving course: a dream-come-true for many driving enthusiasts! All was broadcast on the web, with highlights on TV.

Insights, Strategy & the Idea
There’s something unique about Honda’s hybrid, the Insight. The car analyses fuel consumption and the dashboard shows a numerical score for “green driving”, something designed to encourage eco-friendly driving habits. It gave us a unique idea. If there is a score, there should be a competition. We conceived the Eco Challenge in answer to some tough problems. It would encourage people to take a test drive, despite a recession that had made them reluctant to think about big ticket purchases. It would change the perception amongst Spaniards that hybrids are unexciting vs. traditional-engine cars, giving us the opportunity to demonstrate the Insight is sporty and competitive. Above all, it would give us the opportunity to expand the idea of what it means to be a good driver in Spain, and to attribute the evolved measure to Insight, significantly benefiting the Honda brand. So we set out to find Spain’s greenest driver.