Title	MINI STREET EXTREME
Brand	HONDA
Product/Service	HONDA MSX125
Category	A02. NON-FICTION: SERIES OR FILM
Entrant Company	McCANN ISRAEL Tel Aviv, ISRAEL
Contributing Company	McCANN ISRAEL Tel Aviv, ISRAEL

The Campaign

In Israel, most of a client's budget is spent on TV commercials. It's hard to get them to see the benefits of branded entertainment films – less costly, less restrictions (such as time, language and so forth) and meets the client where he is willing to be met. So when Honda agreed to promote the MSX125 via branded entertainment, we knew we had to take advantage of the opportunity.

Results

Knowing that our target audience is mostly on the internet, we decided to do something different that just another commercial. In order to promote the new Honda MSX125 mini bike, we created a mini stunt! We created a short film showing the new MSX125 right about to jump over some cars and asked users to guess how many cars it will jump over. We just didn't tell them what they saw were toy cars that were made to look real. After 3 days of guessing, we revealed the full film, which showed the MSX125 jumping over 47 toy cars. People had a hard time believing the cars weren't real, but one guy was lucky enough to guess right and won the bike.

This wasn't a regular branded film. The film was also a fun game. We invited users to guess how many cars the MSX would jump over (not knowing the cars were fake). The user who guessed correctly first would win a Honda MSX125. This game drew more and more people to the content, which created more and more shares, which drew more and more people the content. It was an endless circle.

The campaign is reached over 225K views and counting. There were over 10K unique guesses. Endless conversations on the internet about the epic mini-jump. Our target audience quickly learned that they have a new bike made just for them.