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 14,546 page impressions during the 4 week campaign.
We served 30,000 impressions through the channel and the click through rate to the Honda Do-It tool was way above average at 1.46%.
- 195 click throughs to charities featured in the online articles
- 426 click throughs to the Honda Do-It site
- 56 people clicked through to book a test drive
This was a true editorial partnership, delivering exceptional added value to the campaign.
This was a true partnership. Editorial was enriched through relevant content, local environmental projects received a much needed boost and Honda encouraged Londoners to ‘be good’ by getting behind the wheel of the Insight
Lee Anne Crossley | Honda
