This campaign utilises the social arena to show the unique bond between people, Hondas, and other people. It gets everyone thinking about the Honda lovers they know, and wondering if maybe they should be driving one too.It’s like the famous six degrees of separation theory, which says that every person on earth can be connected through six people or less. But in this case, if you know somebody who loves a Honda, and they know somebody who loves a Honda, and so on and so forth, the chain of Honda love can connect us all.

The campaign began with a Honda Brand fan page on Facebook. Online ads offered early 'fans' the chance to be featured in TV commercials. An application on this Honda Facebook page began linking these Honda lovers and friends together creating chains of real connections. TV and web video were then shot using some of these fans, first launching with an in-theatre buy in early October. Then one week later, across Network Prime, Cable, National Sports TV and Print. A micro-site also went online with an interactive version of the TV featuring the personal stories of each Honda lover featured. This was followed with National display, social media online plans, a Facebook roadblock, and an online streaming video plan - everything pointing back to the Facebook page, creating a brand community and proving, through the social experiment app, that Everybody Knows Somebody Who Loves A Honda.

Our goal was to foster and deepen the trust and emotional bond between consumers and the Honda brand. This is difficult to quantify, but was achieved in a number of ways. One measure of this bond is where Honda connects with consumers on the Honda Brand Facebook fan page. To date, Honda has gained 333,020 fans in the 8 months since the page and campaign went live. Additionally, 4,360,530 connections have been made on Facebook through our social experiment application, which connects fans and their friends through 'Honda Love'. Other metrics include 53,715 total interactions with the page, encompassing comments, wall posts, photos and 'likes'. Overall, the campaign created a very active and positive community around the Honda brand on Facebook. As far as client success, they have asked for continued expansion of the campaign beyond initial scope with new creative elements (print, app updates, regional TV) and media.