To help car fans fall in love with Honda again and accelerate sales leads, we drew on their cherished childhood memories of playing with toy cars to reawaken the power of their first four-wheeled dreams. Introducing The Big Kid’s Garage: our irresistible, larger-than-life version of the iconic Fisher Price toy, filled with Honda vehicles and all the playful touches they remembered. Plus, plenty that they didn’t.

Each car model featured a childhood-inspired game based on its advertising campaign, rewarding big and little kids with some brand new cherished memories. For playing each game visitors received a new Top Trumps card to add to their collection. Visitors were also given a unique ID that provided access to their own personalised sharable content, as well as tracking their model preferences and allowing Honda to capture their data. Large screens relayed the games action as well as celebrity appearances that encouraged even more

Visitors received a digital access card that unlocked a series of childhood-inspired games, thematically connected to the advertising campaign for each car:

Type R Civic // When It Revs It roars

A game of ‘Sleeping Lions’ in which visitors had to choose their path across a series of pressure-sensitive tiles and get to the car without making it roar.

Honda Jazz // ‘Up for anything’

A chance for visitors to get inside and sing, karaoke style, along to family favourites.

Africa Twin // Photo Opp

A shareable moment, created while sitting on the Africa Twin motorbike.

Honda HRV // Game of Pairs

In a ‘memory pairs’ style game, we encouraged visitors to let us know which type of holiday they preferred, which then influenced the images used in the challenge.

Honda CRV // Sliding Tiles

Visitors could unlock the CRV story with sliding tile puzzles on a huge touchscreen.

Delighting visitors with a reminder of how their passion for cars began didn’t just put a smile on their faces, it supercharged Honda’s results compared to those of 2015. On-stand engagements went up 14.7%, sales leads by 30%, brochure requests by 30.5% and email opt-ins by 42%. Oh, and stand visits raced up 202%.

Proving that drawing on childhood memories can have some very grownup benefits.