Honda’s challenge was to engage a new generation of drivers with the launch of their hybrid CR-Z. And make ‘The Power of Dreams’ more than just an end line on their advertising.So, Live Every Litre invited everyone to live their dreams in the new CR-Z…whatever they might be.First, we launched an interactive road movie to find people more likely to follow their dreams. We then invited them via email and facebook to share and vote on their own dream journeys at liveverylitre.com. A specially selected team of Europe’s top bloggers spread the invitation further.13 of those dream journeys became reality on a 9,847km road trip across Europe. The world’s biggest test drive. An active online audience stayed involved, tweeting decisions regularly - and our bloggers joined the journey at alternate stages. Extensive media coverage helped grow the audience - including the BBC, full page national newspaper coverage and online.28 films were edited daily from the backseat and shared on blogs and youtube, attracting up to 500,000 views EACH.A final, co-created feature-length film, documenting the real power of dreams, premiered simultaneously online (to the world’s largest independent film community, FUTURESHORTS) and at a live event in London.

The first stage was as an interactive road movie - designed to uncover people more likely to follow their dreams.They were then contacted via email or Facebook and asked:“With a full tank, an open road and no excuses, what would you do?’Thousands joined in and uploaded their own dream journeys, and rated others at liveeverylitre.comNext, 13 were chosen by a team of Europe’s top bloggers - with each driver invited to make their dream come true in the CR-Z. The car was passed from one driver to the next, while the rest of the audience influenced decisions via twitter.The 9,847km road trip was filmed and edited into 28 short films, shared nightly at liveeverylitre.com attracting up to 500,000 views EACH.Finally, a feature-length film premiered simultaneously online to the biggest independent film community, Futureshorts – and at a unique live event in London.

Laura Price, Honda Social Media Manager said: “Live Every Litre was such an exciting campaign for Honda because the crowd sourced nature allowed the online community, rather than us, to mould the final outcome and tear up the rule book on traditional car launches.” The average age of entrants was 26, succeeding in Honda’s aim to engage a younger audience than their usual drivers (average age 54).

6 million online media impressions, 2 million+ views of the short films and extensive media coverage across Europe, showed Live Every Litre - and the CR-Z – being talked about outside of traditional motoring audiences.The feature length film will appear in summer 2011 on Current TV and we are currently in licensing discussions with several other TV networks including Channel 5, Discovery Europe and Dave.