Honda

Gavin Macdonald

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

Summary

It's becoming increasingly difficult for brands to target young, media literate consumers effectively. We faced this issue when we were asked to position the Honda HR-V as a car for young adults. (If you've ever been stuck behind a Honda Civic on a quiet B-road on a Sunday afternoon, you'll appreciate the extent of the challenge.)

On a very limited budget, our inspiration was the 'viral' MPEG files that do the rounds of...

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