Title	HONDA @ GOODWOOD 2016
Brand	HONDA
Product/Service	HONDA CARS
Category	A03. Cars & Automotive Products & Services
Entrant	JACK MORTON WORLDWIDE London, UNITED KINGDOM
Idea Creation	JACK MORTON WORLDWIDE London, UNITED KINGDOM
Media Placement	JACK MORTON WORLDWIDE London, UNITED KINGDOM
PR	JACK MORTON WORLDWIDE London, UNITED KINGDOM
Production	JACK MORTON WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Jeavon Smith	Jack Morton Worldwide	Creative Director
Martine Eveille	Jack Morton Worldwide	VP, Business Director

The Campaign

Honda’s tagline The Power of Dreams was our start point and we asked; when does a love for cars really begin? We found that passionate motorists could unanimously relate to the first moment they fell in love with motoring and motorsports: playing with toy cars as children. The previous year’s stand tapped into that moment: opening up the box, to find the precious new toy car within. We wanted to build on this thinking in 2016, delivering a fresh take on the insight but a step further. A concept that created continuity for regular festival visitors whilst bringing something new and exciting to the festival. Together, we took people back to a time when their dreams were at their most powerful. When the gap between reality and imagination was barely there. Honda cars and motorbikes were placed in a life-sized toy garage.

Campaign Success

Simple but beautifully executed design features, from a turning handle, to the ramp, to the unique sticker-set style graphic treatment brought the simplicity of the idea to life and created the opportunity to simply drive social engagement. The 14 vehicles on display, including the UK’s first view of the hotly anticipated NSX, showed breadth of range which allowed us also to drive Honda’s heritage and innovation credentials. With multiple locations around Goodwood the risk of delivering a fragmented guest story is high, by connecting different experience areas around the show through the GES we were able to create a joined up experience for Honda for the first time ever.

Describe the success of the promotion with both client and consumer including some quantifiable results

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Explain why the method of promotion was most relevant to the product or service

We created an exhibition using that creatively brought our ideas to life. We generated interaction by creating a stand that stimulated awareness and desire for the Honda cars, where consumer participation was encouraged through replicating childhood games.

Lead generation was a primary focus and to deliver this in an unobtrusive way, we designed a bespoke system which encouraged people to share their information as a gateway to engaging with unique experiences. Each experience was based around recognisable children’s games reimagined through the lens of one of Honda’s hero vehicles. By delivering experiences around hero models we were able to encourage interaction with, and exploration of, the products without replicating a showroom. Each experience delivered unique shareable content to the visitor, delivered post event through email. Engagement was incentivised at varying levels encouraging participation, from simple lanyards and goodie bags through to limited edition sunglasses and prizes selected at random from the guest information post event. The toy garage gave the perfect stage for a content programme of Q&A’s with some of Honda’s brand ambassadors, from Nicky Hayden, to Ricky Wilson of Kaiser Chiefs creating media worthy highlights.