My Scooter ManifeSHto – a breakthrough digital co-creation project able to generate interactive, passionate yet memorable bond with a young wide audience. We created the first ever inspiring Brand Manifesto made by and dedicated to all the urban scooter-riders and their thrilling driving experiences.
We were asked to develop a digital campaign aimed at turning Honda into a further aspirational, empathic, cool, emotional brand. They set us free to come back with a bold yet unconventional project able to start building a long-lasting passionate engagement on social media and to start improving a contemporary unexpected brand perception.
We called to action all the Italian scooter-riders and brought to life their passionate feelings by co-creating the first ever Scooter Manifesto. We involved our key audiences through the main social media platforms. We asked them to share their anecdotes, tell their stories, shout their passions and the most beautiful, intense, unique emotions they feel on the saddle while riding their two-wheelers.
An engaging project powered by Honda but actually made by real people: riders opened their hearts – and trunks – and shared surprising aspects of their daily lives. They became the real protagonists of the campaign helping us to write our scooter-riders’ declaration and to portray the essence of this widespread lifestyle.
Thousands of users have been engaged and crowded our digital posts with their comments full of exciting and unique stories. A big constructive conversation went on for weeks, always adding new emotional angles.
Also several Brand Ambassadors and Fans spontaneously took part in this initiative and shared their emotional viewpoints.
After 5 months of this “unusual call to action” on social media, the best comments were selected to shape the first and only My Scooter ManifeSHto. The official national launch took place across all Honda Moto digital platforms.
Overall Unique Comments
Engagement Rate on Facebook*
Comments on Instagram*
1 adv page on a trade magazine