Honda

Live Every Litre

Problem

Honda’s ambition was simple and big: engage with a new, younger generation of consumers to launch their new CR-Z, the world’s first sporty hybrid car.

Insight

Rather than using traditional marketing processes, for example trade launches and car shows, we wanted to share it with real people, and let them get involved in the launch.

Solution

The world’s first co-created, crowd-sourced, multilingual film, driven by social media. Everything from the recruitment of the cast to the sound-track of the film was chosen and voted for online by our Live Every Litre community. All of the content was shared by our community through social media channels including YouTube, Facebook, Twitter and blogs. Directed by award-winning Director Claudio Von Planta, Live Every Litre is a film about the extraordinary journeys ordinary people go on in their lives.

Results

Almost 1,000 young people from 28 countries across Europe uploaded their dream journeys to www.liveeverylitre.com in just four weeks. Facebook advertising activity has generated 50,000 clicks through to www.liveeverylitre.com (240 million impressions), 1.2 million video views, over 4,000 subscribers to our newsletter, 130,000 unique visitors (their average age was 26) to the site from 81 countries and international press coverage.