Direct > Product & Service
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. The origin and core technology of Internavi’s navigation, which is driving data, is still not widely known. Our mission was to tell the true possibilities of this technology.
Telemetry is not an easy or interesting topic to communicate. We needed to find a way to grasp the attention of the audience (both existing and new customers) and make them feel excitement for this technology in a brand new way.
Execution
Honda's R&D is not only about mechanics, but also making innovations in the vehicle’s 'brain' or electronics. Internavi uses vehicle telematics and designs driving experiences with real-time driving data collected from vehicles. The roots of which go back to the 1980's when Honda introduced Telemetry system to F1. To communicate this we focused on a single sheet of paper. On it was Senna’s driving data from the fastest lap set in 1989. This data was recorded by the same technology, which collects driving data from vehicles today. People could realize that technology that once supported Senna now supports everyday them.
Implementation
Driving data brings back Senna's fastest lap from 24 years ago.
1989 was the year when Senna set the world's fastest lap while qualifying for the Japanese Grand Prix on Suzuka circuit. On board his machine was Honda's engine telemetry system that recorded acceleration and engine data in detail. Using this data and the latest technology, we created a unique experience using engine sound and LED lights: we re-enacted that famous lap by Ayrton Senna on 5,807-meter long Suzuka circuit, the same place where the actual race took place 24 years ago.
Outcome
People could feel Senna race through Suzuka just as he did that day through hundreds of networked speakers placed along the race line bringing back the dynamic sound of the Formula 1 machine, which could be felt with the whole body, together with LEDs marking his trajectory.
Right after its launch, this project was covered by media from Japan, Brazil, Europe, US and other regions despite zero PR/Media budget. Becoming most watched YouTube video by an automobile company in Japan’s history and most watched viral video two weeks in a row worldwide.
The rate of people who played the video to the end reached 85%, extremely exceeding the average which is 10%, and Likes reaching 1%, which is 10 times the average.
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