THE ASK: Attract a millennial audience to Formula 1 and increase subscribers to Honda Racing F1's YouTube channel.
THE ANSWER: We uncovered insight into the audience about their thirst for facts, knowledge, and innovation. We then tapped into this through a series of high octane, snackable films, breaking down incredible engineering innovations at Honda Racing F1, with behind-the-scenes clips and explosive experiments. We hired the Top Gear team to develop stunts for us and casted Greg Foot and Jimmy De Ville to co-present the series - both of them bravely taking on daring physical challenges as part of the fun.
THE RESULTS: A X20 increase of YouTube subscribers to Honda Racing F1 channel. Yup, X20. Huge.