Results and Effectiveness

The giveaway was Honda’s most successful to date, with an increase in website visits to learn more about the FCX and Honda’s greater environmental credentials. 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.

Creative Execution

We could have simply created a poster or cinema spot to educate consumers about Honda’s green credentials, but by placing our message in and on a bottle, we created something much bigger. H2O became a demonstration and dramatisation – allowing them to become truly absorbed with the message, to the point where they could see and most importantly, taste it. The bottles were distributed in cinemas where Honda’s ‘Hands’ commercial was playing, featuring the FCX. This helped us amplify the message and target consumers in a place where a bottle of water was appreciated. Placed in the drink holders of cinema seats, the bottles looked like simply a free bottle of water, until the label revealed more. The bottles then directed people to a integrated website where they could learn more about the FCX and Honda’s greater environmental credentials.

Insights, Strategy and the Idea

The FCX Clarity, that emits nothing but water from its exhaust, is a powerful example of Honda’s commitment to the environment. Virtually unknown in Australia, our job was to educate people about the FCX and start a conversation about hydrogen fuel, inspiring them to find out more. Our audience was Australian drivers, who have a positive association with the Honda brand but may not know just how committed they are to the environment. Our idea was to put the FCX Clarity’s game-changing (and world-changing) difference right in their hands. We created a brand of water called H2O – a provocative stunt that surprised and delighted people who thought they were simply receiving a free bottle of water. In a classically unconventional Honda way, we disarmed people by demonstrating our environmental credentials, rather than simply lecturing to them.