Campaign: Honda’s Pop-Up Drive In

Campaign: Honda’s Pop-Up Drive In

Leo Burnett Melbourne has created an outdoor movie event that could pop up anywhere, courtesy of the Honda Jazz.

Katy Denis
Posted by Katy Denis

The screen, projector, generator, lights, even the beanbags and the candy bar will emerge from a team of Honda Jazz vehicles, in front of the captive audience. Unlike an average drive-in, the Magic Mobile Drive-In could pop up anywhere.

Andrew Woodhead, creative director of Leo Burnett Melbourne said: “The Mobile Drive-In is an experiential event and a product demonstration in one.”

General manager of communications & customer for Honda Australia, Jason Miller said: “This Honda Jazz activation sits perfectly within our brand platform of clever thinking. The Magic Mobile Drive-In is as much about engaging and entertaining our audience as it is about selling cars persé. It’s important we connect with the next generation of buyers to ensure we shift current perceptions.”

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The Honda Jazz Magic Mobile Drive-In activation will begin in November and runs off the back of the national launch of the Jazz. It will be supported by television, direct, online, mobile and social.

Credits:

Client: Honda

General Manager Communications & Customer: Jason Miller

Brand Communications Manager: Melissa Altarelli

Brand Communications Specialist: Sarah Tolliday

Brand Communications Specialist: Megan McDermott

Agency: Leo Burnett Melbourne

ECD: Jason Williams

CD: Andrew Woodhead

Head of Copy: Sarah McGregor

Senior Art Directors: Rob McDowell & Justin Nagorcka

Digital Art Director: Tim Shelley

Senior Digital Designer: Christine Calo

Senior Agency Producer: Cinnamon Darvall

Freelance Producer: Anne Combe

Group Account Director: Chris Ivanov

Senior Account Director: Jaime Morgan

Account Manager: Jacquelyn Whelan

Production Company: Exit Films

Director: Stephen Caroll

Producer: Tobias Webster