Honda

Challenge

Make Honda Racing Formula 1 Team the first on the grid to go green
Honda

Solution

  • Partnership with Carbon Sense to obtain credible endorsement for the initiative – lending weight to the proposition for media
  • Positioned the launch as a pioneering move by Honda which would encourage the wider F1 industry to address environmental issues
  • Leveraged the launch to demonstrate Honda’s well established environmental credentials
  • Drew attention to the cutting edge technology applied to F1 cars which will translate to road cars in the future
  • Ensured groundbreaking new sponsorship model was conveyed to business and marketing press with one to one briefings with senior Honda team
  • Rolled out the initiative internationally at each Grand Prix destination during the season, working with local agencies and creating local initiatives to demonstrate the benefits of the campaign to consumers directly
  • Results

  • PR Award and Grand Prix Award winner at the Green Awards
  • Independent research conducted by Simpson Carpenter in April 2007 concluded:
  • The Honda F1 team was identified more than any other F1 team with having committed itself to environmental causes
  • The majority of people become aware of Honda’s environmental commitment through a concentration of TV news and press articles rather than F1 race coverage
  • Honda’s team direction was perceived to be primarily motivated by genuine environmental concerns