Honda & Bond

Aim

To amplify Honda’s association with the movie franchise by promoting that “Honda is the choice of Bond”

Activity

  • Secured exclusive image partnership and syndicated images of Daniel Craig on the bike from the film to key media titles
  • Utilised the ‘Bond In Motion’ exhibition at the National Motor Museum as a news hook and hosted selected media to the opening of the exhibition
  • Placed Honda spokespeople in relevant media slots to talk about the sponsorship
  • Extended the activity by auctioning the bike in association with BBC Children in Need

Results

  • PR value of £1,134,840 and cost per thousand of £0.02p
  • Coverage in leading lifestyle titles such as Cosmopolitan, GQ and Event magazine
  • Spokesperson on BBC Radio 2’s Chris Evans Breakfast show, on which Chris bid £50k for the bike

 

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