This is a study of how 'viral' marketing was used to launch the Honda HR-V car to young adults. The agency claim this was the first time the internet was used as the primary medium for a new car launch.
Agency: The Leith AgencyAuthors: Gavin Macdonald

Scottish Awards 2001

Honda Motor Europe

'Infectious Laughter' How a viral marketing strategy brought Honda joy


It's becoming increasingly difficult for brands to target young, media literate consumers...