HONDA @ FORMULA ONE GRAND PRIX
THE BRIEF
Conceptualise, build and execute an onsite activation for Honda at The 2015 Formula 1 Australian Grand Prix to showcase their newest concept car, the Honda NSX, and drive the link between Honda & McLaren.
THE IDEA
Reflect the innovation and sleek design of the Honda NSX with a bespoke structure, and drive the Honda/McLaren link with authentic historical racing paraphernalia.
THE RESULT
The International Honda staff in attendance declared the activation as representing a new international benchmark for the brand. 34,950 patrons went through the activation with 6,500 patrons sitting inside and experiencing the Honda vehicles.
Built from a combination of space cubes and a repurposed industrial arch, the The Honda Power Room was a bespoke structure never before seen in Australia.
At the Honda Power Room patrons could discover a display of authentic historical McLaren racing paraphernalia collected from across the globe, experience the power and comfort of Honda vehicles, and receive Honda gift bags.