Title | HONDA JAZZ MAGIC MOBILE DRIVE-IN |
Brand | HONDA AUSTRALIA |
Product / Service | HONDA JAZZ |
Category | D05. Transit |
Entrant | LEO BURNETT MELBOURNE, AUSTRALIA |
Entrant Company | LEO BURNETT MELBOURNE, AUSTRALIA |
Advertising Agency | LEO BURNETT MELBOURNE, AUSTRALIA |
Media Agency | ZENITHOPTIMEDIA Melbourne, AUSTRALIA |
Production Company | EXIT FILMS Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Jason Williams | Leo Burnett Melbourne | Executive Creative Director |
Andrew Woodhead | Leo Burnett Melbourne | Creative Director |
Sarah Mcgregor | Leo Burnett Melbourne | Head Of Copy |
Robert Mcdowell | Leo Burnett Melbourne | Senior Art Director |
Justin Nagorcka | Leo Burnett Melbourne | Senior Art Director |
Tim Shelley | Leo Burnett Melbourne | Digital Art Director |
Christine Calo | Leo Burnett Melbourne | Senior Digital Designer |
Cinnamon Darvall | Leo Burnett Melbourne | Senior Agency Producer |
Maria Borowski | Leo Burnett Melbourne | Producer |
Matt Peters | Leo Burnett Melbourne | Digital Designer |
Chris Ivanov | Leo Burnett Melbourne | Group Account Director |
Jaime Morgan | Leo Burnett Melbourne | Senior Account Director |
Jacquelyn Whelan | Leo Burnett Melbourne | Account Manager |
Stephen Carroll | Exit Films | Director |
Tobias Webster | Exit Films | Producer |
Corey Esse | Exit Films | Executive Producer |
Jeremy Rouse | Exit Films | Cinematographer |
The Magic Mobile Drive-in is a mobile movie event, product demonstration and guerilla car showroom in one. We scouted disused lots and abandoned car parks and then transported every element of a drive-in via Honda Jazz, letting us demonstrate unique 'magic seats' that can fit almost anything. People applied for tickets via a ballot system and once there, they could sample the Jazz up close - an ambient installation that was effectively a car showroom (however, refreshingly free of car salesmen). Results were strong - Honda surveyed a number of attendees and found that intention to buy had jumped from 20% to 75% post event. Words used to describe the brand also changed - pre-event, words like 'boring', 'standard' and 'reliable' were used. Post-event, they used words like 'innovative', 'creative', 'young'. While competitor's sales dropped 10%, Honda's sales grew 15% and the event touched millions who hadn't even attended via social media.