Social awareness and ethical marketing arrives at one of the biggest marketing and advertising arenas - Formula One.
Normally sporting hundred of corporate logos from sponsors keen to be seen associated with the high octain sport, this years Honda F1 car it will have only an image of the world wrapping around it's high tech body. Reflecting the general trend in eco awareness and ethical issues, Honda's campaign is probably the biggest to tackle the issue of global warming.
Honda appears to be reinvesting it's traditional marketing dollars back into it's own F1 project - sponsoring their own car, not with their own branding, but with an eco awareness campaign. Their desire is to raise awareness of global warming and at the same time capitalise on the interest generated and raise awareness of their own efforts aimed at developing more eco friendly technology.
The car itself is quite stunning, with its large and totally un-Formual 1 livery, and is guaranteed to generate reaction and hence should fulfil Honda's objectives. Visitors to the MyEarthDream.com URL, the only text to apear on the car, are encouraged to make a pledge to help stop global warming and donate to a charity set up by Honda to support eco causes. Visitors that pledge will be rewarded by having their name printed onto one of the actual F1 race cars.
No doubt what Honda may miss out on in sponsorship invvestment they should recoup in PR. That said, I am sure that there will be many sponsors who while not featured on the car itself, will captialise from association with the car.
The site is very simple and well designed. View it here.
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