Honda Insight - Looking after London

On the 4th April 2009, Honda launched the Insight. The new model was the most affordable Hybrid available on the market, removing a financial barrier and enabling more people to ‘be good’ by driving a hybrid.

The strapline of this campaign was ‘Everyone Wants To Be Good’, with the objective to not only promote the Insight but to get people to get on and do good things for their environment through the Honda Partnership with Do-It – a charity connecting volunteer centres with volunteers.

Our strategy

Given that our readers have been hugely supportive of London Evening Standard initiatives in the past e.g. Safer Cycling, Save Our Small Shops, we were able to offer a genuine editorial partnership created in paper and online, providing Londoners a chance to ‘Look after London’ through the Honda ‘Do-It’ initiative.

The big idea

We created an editorial platform in paper (weekly spreads) and online (Look after London channel) which drove readers to the ‘Do-It’ tool on the Honda website.
Editorial themes provided inspirational stories of people currently making a difference to London’s environment.
Editorial was supported by weekly advertorials in paper and online display activity, driving traffic to the Honda Do-it tool.

The results

The Look after London channel achieved 14,500 page impressions. Readers were engaged with the online content, with 195 click throughs to the charities featured in the articles. Click through rates to the Honda Do-It tool and test drive bookings exceeded expectations.

This was a true editorial partnership, delivering exceptional added value to the campaign.