Engines that talk. Don’t be silly.

CHALLENGE
Honda has a loyal but ageing fan base. Customers that know about Honda’s different technologies and often buy multiple products. Unfortunately Honda doesn’t have the same love amongst Millennials and GenZ.

SOLUTION
The Power Units. Two engine characters that lived on Twitter, commenting on the world of racing and educating younger fans about Honda. The PUs changed design for each race and reflected the personalities of the team’s drivers; Jenson Button and Fernando Alonso. The content below for the Japan GP reflects the type of Twitter nonsense we created for each race.

IMPACT
Gathered 50K followers.
Generated millions of social engagements.
Introduced a whole generation to Honda.