OBJECTIVE:

Honda came up with a unique idea to bring alive how Amaze is the ideal car for Indian roads – performs the best in any terrain, any location.


  • The campaign was initiated to celebrate the success of Honda Amaze in the country and for reaching 100,000 units sales milestone. This is the fastest in the history of Honda Cars India Ltd (HCIL).


The Longest Drive through Amazing India campaign documented the journey of a single Honda Amaze car as it travelled across India, covering more than 200 towns and 23,000 KMs.


  • To be followed by a web series on ‘Drive through Amazing India’ to be hosted by Chetan Bhagat.


The mandate for Bloggers’ Mind in this campaign was to generate sustained buzz and conversations around the 55-day Amaze journey and also to drive home the message that Amaze is the ideal car for Indian roads.

BM APPROACH:

Conceptualized a 4 pronged strategy.


  • 3 city kick-off

  • A first of it's kind of Twitter race.

  • Crowdsourced conversations in real time.


Execution:


  • Built an idea hub to drive participation through UGC on Facebook and Twitter.

  • Empanelled popular influencers and bloggers to host contests on their network to invite app ideas.

  • Hosted large scale tweet ups in colleges across multiple cities to drive youth participation.

  • Leveraged popular social media platforms such as Social Media Week to conduct live sessions for crowdsourcing app ideas.

  • Leveraged celebrity chef Vikas Khanna and top tech guru Rajiv Makhni to host App Melas and Twitter contests.

  • 3 key hot spots were selected to invite Honda fans/owners, the rider & key auto influencers/bloggers to kick off the Amazing India drive - Del, Mumbai, Bangalore.

  • 40 Twitteratis were activated pan India to tweet about the race - where the Amaze is headed, engage their followers to guess interesting features/USPs about Amaze such as – mileage, sturdy build & overall performance .

  • The 55 day journey covered a distance - mountainous terrains, coastlines, flat highways, congested city roads and the interiors of India, crossing more than 400 towns, making pit-stops in major cities – all this was broadcasted on Twitter & via popular auto/lifestyle blogs & independent Honda fan clubs.

  • Influencers Engaged

    80

  • Influencers Category

    Auto, Lifestyle & Travel Genres

  • Span of Campaign

    55 Days

  • Tweets Generated

    22,000

  • Reach From Twitter

    8.1 million

  • Impressions From Twitter

    13 million

  • Blogs Generated

    20

  • Reach From Blogs

    8 million

  • Guinness World Records

    ‘Longest journey by a car in a single country’