Honda @ Formula 1 Australian Grand Prix

Honda Power Room

THE HONDA POWER ROOM GAVE GRAND PRIX AUDIENCES THE CHANCE TO DISCOVER THE NEW HONDA NSX AND AUTHENTIC HISTORICAL RACING PARAPHERNALIA from across the globe.

In association with Leo Burnett we were asked to conceptualise, build and execute the onsite activation for Honda at The 2015 Formula 1 Australian Grand Prix to showcase their newest concept car, the Honda NSX.

We designed and built Honda a bespoke structure from a combination of Space Cubes and a repurposed industrial arch, an structure never before seen in Australia.

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.

We built, staffed and managed the activation over the entire four event days, and produced all giveaway collateral. We navigated the onsite requirements of the Grand Prix whilst maximising opportunities for Honda.