Honda vrooms online with F1 fans and 'The Sound of Senna' campaign

Honda: The Sound of Senna
Agency: Dentsu Tokyo

The Big Idea: In 1989, Ayrton Senna, a legendary Brazilian F1 driver, clocked in the world's fastest lap while qualifying for the Japanese Grand Prix in Suzuka. Honda's onboard engine telemetry system recorded every aspect of his lap at the time. Nearly 20 years after his death, Honda recreated that famous lap with lights, engine sounds and lots more, using this data.

In addition to a digital short film, Honda created 3D web content and a mobile app that synchronised the sound of users' own vehicles to that of Senna's car on his epic lap. The campaign not only caught the attention of F1 fans but went ahead to set a benchmark in digital marketing.






The conflict between data and creativity has always been at the heart of auto advertising, where technical specs often get in the way of a creative narrative. Honda proved these need not be mutually exclusive: that technology paired with data could actually power a creative leap. It redefined the way brands aim to analyse data.

The strategy made a perfect brand fit too. This particular campaign from the Japanese auto company fetched a Titanium Grand Prix at the Cannes Lions Festival of Creativity this year. The jury at Cannes believed its an example of powerful brand storytelling.





Key Takeaways: Add technology to a simple creative thought to create an experience.

Results: The short film went viral and got over 4 million views for recreating a moment in the history of sports with just a sound and light display.

(Based on inputs from Meera Sharath Chandra, Founder CEO & CCO of Tigress Tigress, Carlton D'silva CCO of Hungama Digital Services and Mike Cooper, worldwide CEO of PHD)