Case Studies

Honda GreenChallenge campaign is based on a competition organized in order to sustain the ecological spirit among the drivers all over Romania, addressed to the active and dynamic drivers in an effort to promote a different style of driving, with minimum environmental impact.

Honda Trading Romania wanted to bring into the public attention a green way to drive, comming out with a challenge for all drivers in Romania. Thus we developed a national competition to highlight the ecological driving, having an educational approach and entertaining one. At its first edition, GreenChallenge managed to gather over 3,000 competitors from Romania that have competed a track in a predetermined route, which had to be covered in a record time. This proved a sound basis for an action to run the second edition.

An educational campaign is no longer sufficient when we talking about pollution and ecology so, Infinit team together with Honda team developed a strategy to engage actively the public and to put him in contact with the brand and its values.

GreenChallenge was a developed concept as a result of Honda's local representative alignment to the international trends, defining it as one of the brands closest to the driver green community. One of the main testing was the online driving competition in the virtual environment by browsing www.greenchallenge.ro. Infinit Solutions has implemented an online game in which all participants have tested their skills and have competed their performances.

To fit perfectly in the spirit of competition, Infinit Solutions team was able to encompass three components that formed a single and coherent message. GreenChallenge is a campaign that brings the pleasure to drive eco-friendly cars, which we wanted to highlight the responsibility by promoting eco driving concept in response to aggressive driving mode, with a negative impact on the environment. The third component emphasizes Honda technology, which is famous for its innovative philosophy and production of advanced mobility solutions, actualy represented by ASIMO, the ambassador of the GreenChallenge contest  that was present at the end of competition as an interface between Honda brand and its customers.

After the online completion of the virtual race, those who have qualified for the semifinals turned to practical test, driving efficient, to the Honda dealer nearest to their residence. Thus 540 semifinalists went into combat for the lowest consumption for a predetermined distance, and most green 18 of them entered the final step.

Key issue was also reflected in the press event, which proved to be extensive, amounting different approaches to the media. In terms of implementation, Honda GreenChallenge campaign had a number of new and exciting things. Besides ASIMO’s perform, which won its audience through its demonstrations within a weekend, and over 1500 people enjoyed the CR-Z presence in the showroom - the first hybrid sport with manual transmission developed by Honda. ASIMO’s debut in final of GreenChallenge was a strategic point of communication between brand and customer, to illustrate the technological level reached by Honda.

Results

By Honda GreenChallenge campaign we wanted also to draw the drivers attention to the impact of aggressive driving has on the environment and the other participants in traffic and to demonstrate how a minimal effort and Honda advanced technology, helps any driver to achieve a great consumer.

Competition has enjoyed a huge success, registering over 60,000 visitors per site www.greenchallenge.ro, 8791 were competitors, of which 56 444 recommendations. The ASIMO shows have attracted also more than 1500 people at our showroom from Asko International.