After a tough couple of years, Honda Racing F1’s fanbase had grown quiet. But for 2019, with a new race partner, new drivers and a reignited sense of ambition for the season ahead, Honda was determined to make an impact. And we needed to convince the fans we meant business.
We devised a year of connected experiences that would enable race fans to engage with Honda F1 like never before – a three point plan that created a year of killer content. It started with an epic film that celebrated Honda’s rich racing pedigree. This was then supported by a raft of unmissable social content, using an engaging and playful new tone of voice that F1 fans lapped up. And lastly, we rounded off the season, with a rubber-burning call to arms for the fans to tune-in and watch Honda’s triumphant return to their home turf - at the Suzuka GP in Japan.
We accelerated interest on social platforms, driving more direct connections than ever before:
• + 737% Insta followers
• + 286% Twitter followers
• + 210% YouTube subscribers (YoY 2018-19)
Our hero campaign created jaw-dropping engagement:
• + 45,067,087 impressions
• + 83.9% view throughs
• + 4,291,538 video views
And our connected content inspired and entertained a legion of new Honda fans:
• + 45 Articles
• + 270 Insta Posts
• + 14 Videos
• + 1,491 Twitter Posts