Brand Experience and Activation > Use of Promo & Activation
SOUND OF HONDA / AYRTON SENNA 1989
DENTSU, Tokyo / HONDA / 2014
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Internavi is a car navigation system provided by Honda that designs driving experiences with the power of real-time driving data collected from vehicles. Its roots go back to the 1980s when Honda introduced telemetry systems to Formula One and stormed the world. Honda has been testing and perfecting this system in racing cars ever since and today it supports not only F1 drivers but also everyday drivers around the world. Despite this fact, the origin and core technology of Internavi’s navigation is still not widely known. Our mission was to tell the possibilities of this technology.
Implementation
Driving data brings back Senna's fastest lap from 24 years ago.
Senna set the world's fastest lap while qualifying for the 1989 Japanese Grand Prix. On board his machine was Honda's telemetry system that recorded acceleration and engine data. Using this data and latest technology, we re-enacted that lap with engine sounds and LEDs on 5,807-meter long Suzuka circuit. The sound coming from the engine of Senna's F1 machine was re-created by combining Senna's driving data from 1989 with engine tones recorded today. Hundreds of networked speakers placed along the race line brought back the dynamic F1 sound. LED lights synchronised with Senna’s location.
Outcome
Right after its launch, this project became a sensation and was covered by media from Japan as well as Brazil, Europe, the US and other regions with zero PR or media budget. Becoming the most watched YouTube video by an automobile company in Japan’s history as well as the most watched viral video two weeks in a row worldwide. We received countless comments filled with emotions from viewers all over the world for Honda and Senna.
Relevancy
Telemetry is not an easy or interesting topic to communicate. We needed to find a way to grasp the attention of the audience and make them feel excitement for this technology. To do so, we focused on a single sheet of paper from the past. On it was Ayrton Senna’s driving data from the fastest lap set in 1989. This data was recorded by an old version of the same technology which collects driving data from vehicles today. People could now realise that the technology that once supported Senna now supports everyday drivers: them.
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