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Honda drives-in to pop-up


In a previous life (long before popUPshopsMelbourne, even before instant retail !) I worked closely with Honda Australia on many of their public and dealer marketing events. The Honda brief was always to be innovative and engaging, communicating the brand’s essential DNA of “The Power of Dreams” and “What If”…

5 or 6 years ago, one of our project concepts involved a series of flash installations – a style of “roadshow” event but with a contemporary twist. That campaign would enlist social media to launch a series of unique, very short term and unusual installations. Without giving too much away… the concept offered a select number of winners the opportunity to be chauffeured around town (at night), arriving at a secret location complete with funky marquees and live entertainment, with over-sized images projected onto neighbouring buildings… Lots of Honda feel-good hype… all very cool, innovative and good fun. And to make it really interesting, as soon as the party was over it would be instantly removed – and re-appear again somewhere else, maybe even later on the same night ! Unfortunately, I think the GFC came along and many of those Honda “out there” concepts were reviewed… including the urban pop-up project.

Perhaps as a sign of better times (but also certainly as a nod to the pop-up generation), this week Honda have announced their Magic Mobile Drive-in – a “cinema experience that could pop up anywhere – at a warehouse, forgotten industrial space, disused carpark…” There will be just 3 events initially (one in Melbourne, Sydney and Brisbane), each with food trucks and a VIP area, and of course a (cult) film showing. The locations will be a tightly-held secret until just 2 days beforehand – and entry will be by invitation only (open to the public, but chosen by ballot). The drive-in concept is linked to the launch of Honda’s All-new Jazz (with 18 magical seat combinations – perfect for a night at the drive in !)

Watch the Honda All-new Jazz (Magic Mobile Drive-in) video on YouTube

And enter the ballot for a spot in the November drive-ins here


Honda MagicMobile Drive-in


Image : Honda Magic Mobile Drive-in

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