Cannes Lions

HONDA JAZZ MAGIC MOBILE DRIVE-IN

LEO BURNETT MELBOURNE, Melbourne / HONDA / 2015

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Visits to car showrooms are dropping at an alarming rate as more and more sales are moving online. So we had to find a new way to engage Millennials and demonstrate the Honda Jazz to them. The Magic Mobile Drive in was effectively a new kind of car showroom – one that was entertaining, engaging and refreshingly free of car salesmen.

Execution

1. We launched with national TV, outdoor, PR and digital/social, all inviting people to enter the ticket ballot.

2. Winners were were kept engaged via social in the run-up to the event.

3. They could invite friends, choose a spot in front of the big screen and receive directions via smartphone.

4. Once there, they experienced an event that had come entirely out of the back of a Jazz, while checking out the car up close and watching the film from inside.

5. Instagram, Facebook and Twitter became crowd-sourced car brochures as people shared photos– extending the reach to millions.

Outcome

On an average day, the Jazz website may attract one or two enquiries via email submission. During the Magic Mobile Drive-in, we were averaging 300 enquiries a day via ballot sign-up – each of them a new CRM lead.

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.

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