The Brief

Since 2000, children’s decreased opportunities of contacts with cars have been considered as a big problem in Japan. So, at big exhibitions where many families visit, such as the motor show, we introduced a driving simulator where people can drive cars with expression on their faces. The driving simulator made possible for children to drive virtual cars without any handles or pedals. The simulator gave little children first time driving experience.

Describe how the promotion developed from concept to implementation

Our concept is "Have children drive for the first time with a smile on their face". We invented a world's first drive simulator with face recognition. We offered a SPECIAL FIRST EXPERIENSE between cars and children. We did a surprise exhibition of this machine along with other cars at a motor show where various media gathered.

Describe the success of the promotion with both client and consumer including some quantifiable results

Numerous smiles were created from the “little drivers” and those smiles spread to people at the event. Furthermore, the smiles went on the news and social networks, reaching over 100million families, promoting more people to visit the Honda both at the motor show. As a result, 200,000people visited the motor show in 3days, and also made many people to visit other events as well.

Explain why the method of promotion was most relevant to the product or service

Honda, with its brand slogan “the Power of Dreams”, has been developing products with “creating the never before” as their motivation. And since the motor show is considered as the place to talk about the future, there was a need to present an experience where the visitors can feel the positive atmosphere to the future. Therefore, the “driving with expressions” interface was the ideal driving interface to tell the FUN spirit in Honda, since it automatically made the player smile.