2013 | Finalist | Best Use of Out of Home Media
Advertiser: Honda Malaysia Brand: Honda Hybrid Creative Agency: Dentsu Utama Credits: MediaVest — Evelyn Cheah (Senior Media Planner), Tommy Tan (Media Group Head), Stan Chew (Strategy Planning Director) / Bumblebee — Christine Ngh
Hybrid cars have a niche following in Malaysia but Honda saw the potential in this segment and introduced a series of Hybrid cars into the market. However, the cars suffered from a perceived lack of power, resulting in lack of positive sentiments. How could we then convince an uninterested audience?
Instead of trying to convince car buyers of its fuel efficiency and performance, Honda decided on a more emotional approach with the Hybrid car. The insight: Malaysians likes eco ideas but will only execute them if it’s not too troublesome. To break this convention, Honda wanted users to feel good driving the car because a hybrid helps save fuel and has less emissions. The Idea: Why not show that going green is easy and fun?
We invited local artists to come together in KLCC, the heart of the city to create the longest environmental mural in Malaysia, spanning across 41m! The artists took a different take and expressed their love for green in a new perspective. These vibrant imageries of nature helped brought out the theme “Naturally driven”. The entire hand drawn mural was painted using environmentally friendly materials, over the period of a week.
The convex tunnel into an active art gallery reaching out to over 1,000,000 audiences a month. After two months, search for Honda Hybrid surpassed Toyota Prius by 10 points, taking the lead since then. Honda successfully brought alive their message “Be Naturally Driven” attracting millions of audiences everyday.