Everybody loves a challenge and enthusiasts love nothing better than being challenged to show off their knowledge. So, when Honda challenged us to help increase consideration of their cars at the Goodwood Festival of Speed, we - created a series of challenges that made exploring Honda’s range fun.

The Honda Challenge Lab gamified the traditional car brochure, turning technical specifications and product features into fun challenges, designed to reveal product features and truths in unexpected ways. From its eye-catching and playful exterior through to the challenges themselves, The Honda Challenge Lab stood out amongst the traditional car showroom approach adopted by competitor brands.

We had 4 months from being awarded the work to going live. During the initial development phase, time was invested in ensuring that the architectural design of the stand not only attracted attention from but also sent a clear signal about the fun nature of the experience that lay within.

With the architectural design set, the creative team worked with Honda to ensure that we unearthed the most compelling and surprising product facts, figures and benefits behind Honda’s range of vehicles, before translating them into fun challenges that could be completed by all ages. After all, Goodwood is a very family-centric experience.

An intense production period ensured that we were able to realise the experience on time and on-budget, while integrating a digital registration system that enabled Honda to capture customer data (for marketing purposes) as well as offer visitors a chance to capture and share their own memorable moments.

Results were measured against a series of KPIs including number of visitors, number of engaged visitors, social media engagement and customer data capture.

The Honda Challenge Lab achieved the following results:

• A total of 33,279 visitors, the highest number of any exhibiting brand at the festival 2

• Highest number of engaged visitors of any brand exhibiting at the festival 2

• Highest social reach and engagement of any brand during the festival 3

• A total of 9,548 ‘challenges’ were undertaken on the Honda stand 4

• 8,216 people (aged 18yrs +) signed up to receive further information from Honda, an increase of 58.9% compared to 2016 4

2 Source: Official Goodwood Festival of Speed Data

3 Source: Honda UK Social Media Measurement

4 Source: Data collected on-stand during activation