Honda Eco Assist Challenge

Featured in several Honda vehicles – including the Insight and CR-Z – Honda’s Eco Assist driving efficiency system was designed to help Honda owners monitor their driving habits to increase fuel economy.  

GPJ’s interactive marketing challenge was to help 2010 auto show visitors understand how to use and control the Eco Assist, a situation best experienced behind the wheel of a car in motion. 

With that in mind, GPJ came up with the entertaining idea of creating a professional-grade simulator not unlike Gran Turismo - but with an edutainment twist. Instead of the goal being shortest time to the finish line, the Honda Eco Assist Challenge would reward those who reached the finish line in the most fuel-efficient manner.

Players who sat down at the Eco Assist discovered they were in a “real-life” chassis, complete with Honda’s steering wheel, gas and brake pedals, AC fans, econ button, driver’s car seat, 55" LED screen and an LED leader ticker board.

A hands-on tutorial took drivers through the main features of the Eco Assist before they were let loose on the road. Driving simulations included routes through the city, on the freeway and in the countryside. 

This game-changing interactive marketing experience ended with a lead generation exercise that allowed racers to enter their high score into the system.

The Honda Eco Assist Challenge proved to be an instant hit when it debuted in Detroit at NAIAS 2010. Despite lines to sit in the chassis all week long, nearly 500 people actually sat down to play the 10-minute game, with 50 attendees opting-in to the Honda database.

Discover GPJ's Game-Changing Approach to Interactive Marketing