Sales figures in the motorbike market are currently very low among the youth sector – the average age of a motorbike customer is currently 39. Honda wanted to be the first automotive brand ever to exhibit at London Comic Con positioning themselves alongside the biggest brands in movies, gaming and comics to appeal to a new audience with no prior motoring brand affiliations in place.

VR technology was used to create an immersive experience that really captured the gaming and comic audience's imagination at London Comic Con’s 3 day event. As planned this had them wanting to try out the NM4 Vultus virtual world, strengthening Honda's association with relevant, popular culture and resonated with their long-standing strapline 'The Power of Dreams'. Visitors entered their Twitter info & email via an iPad reducing queuing time and once they’re tern arrived they sat on the NM4 Vultus with the Oculus Rift headset. The riders Twitter pic was cast on billboards within the Neo-Tokyo experience & a photo of their ride was emailed and tweeted fulfilling the demographics higher expectations of a digital experience with bespoke, sharable content to use.

The campaign generated nearly £400,000 of PR coverage and a reach over 1.2 million people.

With a market average of 18.89% opening direct emails this delivered 48.4%, market average for click through is 2.22% compared to 9.7% from this campaign.

About 700 individuals took part during the event, with hundreds more visiting to admire the bikes or talk to the designers. It was among the most popular stands at the event and was featured by several publications across the tech, gaming and automotive spaces, including requests for interviews with the Honda designers and the experience developers, adding PR value.

The experience established Honda as a leader in design and performance for a new generation of potential customers – and, more immediately, helped sell out the whole UK stock of the NM4 Vultus.