Engines that talk. Don’t be silly.
CHALLENGE
Honda has a loyal but ageing fan base. Customers that know about Honda’s different technologies and often buy multiple products. Unfortunately Honda doesn’t have the same love amongst Millennials and GenZ.
SOLUTION
The Power Units. Two engine characters that lived on Twitter, commenting on the world of racing and educating younger fans about Honda. The PUs changed design for each race and reflected the personalities of the team’s drivers; Jenson Button and Fernando Alonso. The content below for the Japan GP reflects the type of Twitter nonsense we created for each race.
IMPACT
Gathered 50K followers.
Generated millions of social engagements.
Introduced a whole generation to Honda.
Tweet sent to Ricky Wilson, lead singer of the Kaiser Chiefs.
Tweet sent to Adam Ferrara, host of Top Gear USA.
Tweet sent to Emile Hesky, Premier League footballer.
Just Fernando Alonso wearing a talking engine on his face.
“Our power units are infused with racing spirit – they’re the embodiment of the commitment to racing perfection that’s in our DNA. We are excited to bring them to life as characters, and for fans to feel the pure emotion and passion we put into our technology and races.”
— Akiko Itoga, Communications Manager, Honda R&D Europe
