In Spain, drivers perceive hybrid cars to be complicated and unexciting. With the launch of the Honda Insight, Starcom had to change these perceptions and appeal to the Spanish competitive spirit by making eco-driving a sport. Given that this new hybrid analyzes consumption and provides a numerical score, the Insight Eco Challenge was launched to find Spain’s top Eco Driver. TV personalities and champion racers joined the event as TV spots took on the look of celebrity reality programming. Not only did awareness increase, but Insight sales and marketshare within the hybrid class showed dramatic growth.
In Spain, drivers perceive hybrid cars to be complicated and unexciting. With the launch of the Honda Insight, Starcom had to change these perceptions and appeal to the Spanish competitive spirit by making eco-driving a sport. Given that this new hybrid analyzes consumption and provides a numerical score, the Insight Eco Challenge was launched to find Spain’s top Eco Driver. TV personalities and champion racers joined the event as TV spots took on the look of celebrity reality programming. Not only did awareness increase, but Insight sales and marketshare within the hybrid class showed dramatic growth.