Our audience is slightly jaded when it comes to environmental messages, so we needed to really grab their attention and make them engage with our message.

Rather than simply tell them how Honda is innovating to help the environment, we wanted to show them.

We needed to dramatise the FCX Clarity’s greatest asset; that it is so clean-running, its only emission is water.

We could have simply created a poster or cinema spot to educate consumers about Honda’s green credentials, but by placing our message in and on a bottle, we created something much bigger. H2O became a demonstration and dramatisation – allowing them to become truly absorbed with the message, to the point where they could see and most importantly, taste it.

The bottles were distributed in cinemas where Honda’s ‘Hands’ commercial was playing, featuring the FCX. This helped us amplify the message and target consumers in a place where a bottle of water was appreciated.

Placed in the drink holders of cinema seats, the bottles looked like simply a free bottle of water, until the label revealed more.

The bottles then directed people to a integrated website where they could learn more about the FCX and Honda’s greater environmental credentials.

The giveaway was Honda’s most successful to date, with an increase in website visits to learn more about the FCX and Honda’s greater environmental credentials.

The success of the activation led to bottles being placed in the fridges of Honda dealerships Australia-wide, allowing us to target drivers directly and start a bigger conversation about hydrogen fuel as a viable alternative.