Honda Goes for Green

Honda recently decided to forego advertising on their F1 racing car in favour of an image of the world - to promote the perception of Honda being environmentally friendly.... and raising money for environmental causes through the website associated with the car, myearthdream.com

Instead of the $100million or so they'd get for selling ads on their car, they're using the million dollar homepage idea and selling 1.2million pixels of adspace on a virtual car on the site - which will then appear on the real car next season. If you buy adspace on the car, you're also asked to select an environmentally friendly pledge to take - stuff like turning the thermostat down a degree or installing 3 energy saving light bulbs

There's quite obviously alot of money to be made by appealing to the Greenies, there's alot of emotion attached to the Global Warming crisis right now (just ask Robert). Honda has created a campaign that is bold, creative, buzz-worthy, and most importantly, makes a positive difference by getting people involved in doing environmentally friendly stuff.

via

Comments

[Gino]

This is an interesting initiative from Honda. Equally as interesting is that they are promoting the environment on an F1 racing car - perhaps they're planning to develop F1 hybrid technology, which could in turn mean fewer pit-stops...

[Dave]

There's a slight disconnect in terms of the vehicle of expression - but I guess it's like polluting countries buying carbon credits.
I'm not so clued up on the car market, but doesn't Honda have a hybrid sedan on the market?

[McNab's]

I think Dave raises a good point about the incongruance of a F1 vehicle promoting an enviromental cause...

I'm pretty sure most car/racing enthusiasts would never sacrifice performance for a reduction in carbon emissions.

Are they really interested in making any kind of real impact on the enviroment, or have they just managed to come up with a clever advertising campaign? And does this matter if it raises awareness?

[McNab's]

I think Dave raises a good point about the incongruance of a F1 vehicle promoting an enviromental cause…

I’m pretty sure most car/racing enthusiasts would never sacrifice performance for a reduction in carbon emissions.

Are they really interested in making any kind of real impact on the enviroment, or have they just managed to come up with a clever advertising campaign? And does this matter if it raises awareness?

[Dave]

McNab's, I agree that they probably wouldn't sacrifice performance for greeness but I still think that the campaign is beneficial to the cause.

Just by participating in the campaign on the Honda site I was reminded of a couple of ways that I could help the environment - like not ironing and turning down the temperature on my geyser.

Marketing can be clever AND good in my opinion.

I may be biased, but in an Attention Economy (such as the one us bloggers operate in), it definately DOES matter if it raises awareness.

[John Dodds]

Thanks for the link Dave - as for the issue of incongruity, the cars themselves may be polluting, but the team as a whole has, I'm told, sought for many years to reduce it's carbon footprint as it travels with the whole GP circus.

[Karen]

This is a nice idea from honda. It would mean more money for the ad though, since environmental issues are critical not to mention that it came from a leading producer of pollution.

[Glen]

I think it's a great marketing coup. It should also help raise the profile of environmental issues, and making a pledge to change your lifestyle and donate to an eco-charity has a coolness that does appeal (yes, I'm a greenie ;-).
But is it not all just hollow spin? The irony of car manufacturers taking part in the world's most polluting sport declaring "a powerful call to action" is just a little too much to take. Some more thoughts about "Earth Car" over http://www.urbansprout.co.za/honda_f1_goes_green_on_the_outside" rel="nofollow">here.

[Dave]

Thanks for your comments Jon, Karen and Glen.

I must just say that I think this proves the point that advertising around a cause is a fantastic way to engage people.

[Max Kaizen]

So right Dave.. there's an odd polarisation that occurs especially with regards to environmentally sustainable business that leads to the myth that we're either in one camp or the other. Lentil-eating bunny huggers OR hardnosed dirty capitalists at either pole.

Yet capitalism fits beautifully into a long-term strategic vision. Capitalism at its best curiously starts approaching the best ideals of socialism.
The courage to be able to embrace both sides - to do phenomenally good business with clean hands, warm hearts and cool minds (thx maz) & rock the market, winning hearts & minds enroute is possible.. and inevitably a winning stretegy.

Good job to Honda - staying true to their outrageously innovative roots. It IS great marketing: but it's also a powerful stand against lowest common denominator thinking, the everyone-else-is-doing-it justification.
(BTW. if you want to be inspired as an entrepreneur.. hunt the story of Honda's founder Soichiro Honda.. courage & determination to the core)

[Dave]

MK! You're an inspiration:)

[ebook db]

Really, it's a nice article!

[Melissia Ledain]

Traffic Siphon Says -A genuinely great article by you my friend. We have bookmarked this page and will arrive back following several days to verify for any new posts that you just make.

[braun oral b triumph]

Really, it's a great article!

[isatellitelink]

It’s quite interesting.I will look around for more such post.Thanks for sharing.

[Lorriane Oroark]

Seriously... My wife and i could not have said that better myself personally!