Title | GREEN MACHINE |
Brand | HONDA MOTOR |
Product / Service | HONDA GREEN MACHINE |
Entrant | TYO PRODUCTIONS Tokyo, JAPAN |
Entrant Company: | TYO PRODUCTIONS Tokyo, JAPAN |
Advertising Agency: | TYO PRODUCTIONS Tokyo, JAPAN |
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 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.
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.
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.