|Product / Service||HONDA FCX|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||LEO BURNETT MELBOURNE, AUSTRALIA|
|Entrant Company||LEO BURNETT MELBOURNE, AUSTRALIA|
|Advertising Agency||LEO BURNETT MELBOURNE, AUSTRALIA|
|Media Agency||ZENITHOPTIMEDIA Melbourne, AUSTRALIA|
|Jason Williams||Leo Burnett Melbourne||Executive Creative Director|
|Sarah Mcgregor||Leo Burnett Melbourne||Head Of Copy|
|Matt Portch||Leo Burnett Melbourne||Senior Designer|
|John Trifonopoulos||Leo Burnett Melbourne||Production Manager|
|Khia Croy||Leo Burnett Melbourne||Account Manager|
|Chris Ivanov||Leo Burnett Melbourne||Group Account|
|Jason Miller||Honda Australia||General Manager Communication And Customer|
|Melissa Alterelli||Honda Australia||Advertising Manager|
Honda is one of the most environmentally-conscious car companies in the world - so much so, they were first to market with a car that emits nothing but water from its exhaust, the FCX Clarity. Virtually unknown in Australia, the FCX was isolated in the brief as a potent example of Honda’s environmental credentials.Our job was to educate and inspire people to find out more about the FCX and Honda’s greater progress in reducing their environmental footprint. Rather than a ‘green lecture’, we needed communication that would stop and surprise our target – a demonstration, not another sermon.
H2O is more than a bottle of water – it’s a powerful demonstration of the FCX’s game-changing (and world-changing) difference. We could have simply told people about this difference in a traditional cinema spot, but it was much more powerful to get them to hold it in their hands and drink it. Honda is motivated by “the power of dreams” – they don’t create cars in a conventional way, nor do they advertise them that way. H2O is a classic Honda communication – it’s surprising, disarming and engaging.
We decided to put the Clarity’s most impressive feature right in the hands (and mouths) of the audience. So we created a brand of water called H2O, symbolising the FCX’s Clarity’s exhaust emissions. Designed to look like a normal water bottle, it was a message that was purposefully provocative, designed to stop the audience in their tracks and compel them to visit the website on the bottle.
The giveaway was Honda Australia’s most successful to date, with a significant increase in website visits to learn more about the FCX and Honda’s greater environmental credentials. 5000 bottles were given away for the promotion, resulting in an impressive 30% rise in traffic to the FCX section of the Honda website. The success of the activation led to bottles being placed in the fridges of Honda dealerships Australia-wide, allowing us to target drivers directly and start a bigger conversation about hydrogen fuel as a viable alternative.