A group of fans travel across the UK, Spain and Portugal in a Honda Cr-Z, customized by Monkey Business, to attend the Metallica concert in Lisbon.
Honda’s “Live every litre” campaign, consisting in making the dreams of normal people come true, involved in this case the trip three Metallica fans made to Lisbon so as to get to meet Lars Ulrich, founder of the mythical heavy metal band.
To this end, Honda partnered with Monkey Business to customize the car on the trip from the UK to Portugal, with a design in keeping with the mission: a really “heavy” graffiti echoing the theme “Creeping Death” of Los Angeles band.
The Honda Cr-Z customized by Monkey Business
In record time, the car was prepared and painted, before continuing on its way to Lisbon, where the grateful fans proudly showed the members of the band the graffiti art and attended the concert.
With this promotional action, combining customization, graffiti, heavy metal and Metallica, Honda has showcased its new CR-Z before an enormous and inaccessible young audience using unconventional online marketing channels – a blog, related content, videos, etc. – as can be seen by the fact that the video “Tom meets Lars at Metallica rock Lisbon 2010“ in YouTube, which presents the action, the hybrid car and its customization, has been viewed over 10,000 times during the summer months.
