| 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.