The Honda Insight is a part gas, part electric car. The smoother you operate the vehicle, the more the flower icon grows on the dashboard. Throughout ownership, trophies are sent to the driver to reward exemplary driving. This led us to the idea that driving the Insight was similar to a computer game.
Based on this notion, we developed a campaign and created a custom Bluetooth device that works in conjunction with a smart phone to emulate driving the Insight. We packaged it and sent it to thousands of prospective Insight customers.
This enabled them to experience the features of the Insight from their own vehicle. The device tracked acceleration, braking and cornering. Once the participant had logged 200 miles, their final statistics were entered in a global competition - giving them the chance to win a Honda Insight. Along the way various rewards were unlocked, allowing for a deeper engagement.
DRIVE THE FILM
We loved our film so much that we wanted to share the experience. Working with our creative technologist, we developed a driving experience using virtual reality. The participant wore the VR headset and drove the Insight first hand. Acceleration, braking and cornering were all key elements, along with some unexpected obstacles thrown in for good measure. This event was activated at large footfall locations throughout Australia.