GREEN MACHINE

TitleGREEN MACHINE
BrandHONDA MOTOR
Product / ServiceHONDA GREEN MACHINE
EntrantTYO PRODUCTIONS Tokyo, JAPAN
Entrant Company:TYO PRODUCTIONS Tokyo, JAPAN
Advertising Agency:TYO PRODUCTIONS Tokyo, JAPAN

Credits

Credits

Name Company Position
Yasuo Motoi Dentsu Executive Creative Director
Hajime Morimoto Dentsu Senior Creative Director
Hirozumi Takakusaki Dentsu Creative Director
Yasuharu Sasaki Dentsu Creative Director
Eita Nakajima Dentsu Planner
Hidetoshi Kuranari Dentsu Copy Writer
Kjetil Wold Bleed Norway Copy Writer
Koichiro Toda Dentsu Art Director
Hiroki Nakamura Dentsu Art Director/Technical Director
Yutaka Hasegawa Dentsu Agency Producer
Morihiro Harano Drill Creative Director
Kinya Okamoto Iwasaki Shunichi Jimusho Copy Writer
Yusuke Kitani Kaibutsu Web Designer
Kohei Ohtsuki J.c.spark Graphic Designer
Takayoshi Kishi Dentsu Account Producer
Shiro Miyamoto Dentsu Account Manager
Kanako Tsuru Dentsu Account Manager
Takeshi Fukuda Tyo Productions Producer
Shunichi Takano Tyo Productions Producer
Masahisa Ota Tyo Productions Producer

The Campaign

The mission of “Honda Green Machine” is to raise Honda’s environmentally-friendly image to the same level as TOYOTA “PRIUS” and create social phenomena. The simple keyword “Honda Green Machine” contains mechanism to build up good image of Honda’s environmental technology. The message is that Honda strives for the way of cars’ survival, without ignoring the fact that cars contribute to environmental issues. Honda valued people’s real opinion over incomprehensive theories of environment and society. Honda made a new hybrid car Honda Green Machine 001 “Insight” as their answer, and pursued the democratization of eco cars. 

Success of the Campaign

Insight sold more than rival Prius, in the first month after release. There were 18,000 orders in 30days, which was 3.6 times more than the target sales 5,000. Customers grew in proportion. The public attention towards hybrid cars peaked, and influenced to develop a social phenomenon of low price hybrid cars. Especially women’s impression of Honda hybrid cars got dramatically better.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

October, 2008: An opening campaign started on press media and internet when Honda Green Machine 001”Insight” was revealed at the Paris International Motor Show. November, 2008: Events such as eco lessons were held when Honda Green Machine 000”Fuel Cell Car FCX Clarity” started lease sales for public. December, 2008: Launch of internet movie “One day suddenly, Green Machine”. January, 2009: TV commercial regularly on-air. February, 2009: Various media campaigns started; Website, mobile, newspaper, magazine, events, out-of-home advertising.