Isobar's Honda Driverless Shopping Cart Campaign hits 7 Million Views
A Honda campaign that uses shopping carts to showcase advanced safety technologies without jargon has resulted in over 7 million views. The ‘Honda SENSING Cart’ is an innovative reinterpretation of the ubiquitous shopping cart and was created by Isobar Malaysia and showcased in a TVC ad as well as the Kuala Lumpur International Motor Show 2018. Working together with other product displays and engagement activities, the campaign exceeded the total number of target prospects by 190%.
The team depicted Honda SENSING safety technology through a regular shopping cart fitted with proximity sensors, cameras, Arduino boards and a Raspberry-Pi controlled braking system. A busy supermarket can feel like a busy road, with obstacles and other carts to avoid. But the Honda SENSING Cart straightens itself in the aisles, and brakes automatically when facing an obstacle – just like how Honda SENSING-equipped vehicles keep drivers safe on the road. It was showcased at the Kuala Lumpur International Motor Show 2018 where the public could try out its braking, steering and distance control in person.
In addition, Isobar built an interactive game “Tower” that invited young people and adults to experience the benefits of Honda’s Sport Hybrid i-DCD technology in a new way. Users played by controlling the game on a digital screen using their arms and hands, for a fun and intuitive product education experience. Over 9,000 people played with the “Tower” throughout the course of the show.
Liew Sanyen, Executive Creative Director, Isobar Malaysia, said “Clearly communicating the power of technology is fundamental to brands who are investing in the innovation space. For Honda SENSING, many people couldn’t understand the technological nuts and bolts that made everything work. And that’s why, instead of the usual storytelling approach, we employed a working metaphor for Honda SENSING that humanised it and made it relatable to everyday drivers.”