Why 1500 People Bought The Honda Fit Without Ever Really Seeing It

Trying before buying is usually standard practice when it comes to big spending. You wouldn't buy a TV or sofa until you'd tried it, and you certainly wouldn't buy a car.

But F/Nazca Saatchi & Saatchi's campaign for the Honda Fit 2015 managed to convince 1500 people to buy the Honda Fit without ever seeing it in the "flesh".

The strategy was implemented in Honda dealers from all over Brazil. Clients could visualise details of the car simply by directing the camera of a tablet at a "Virtual Carpet", which marks out the exact size of the new car. 

More than 38,000 people interacted with the new Honda Fit virtually and 1,500 bought it even before it was available in stores. 

Credits

Agency: F/Nazca Saatchi & Saatchi

Client: Honda Automóveis

Product: Honda Fit 2015

Title: Invisible Car

Executive Creative Directors: Fabio Fernandes, Eduardo Lima

Creative Director: Theo Rocha

Head of Art: João Linneu

Copywriter: João Paulo Testa

Art Director: Ricardo Pocci

Account Team: Marcello Penna, Marco Piza,  Florencia Lear, Valéria Coutinho

Planner Team: José Porto, Douglas Nogueira,  Caio Felipe

Media Team: Fábio Freitas, André Gramorelli, Luana Gallizzi, Vanessa Higueras, Henrique Fogaça

Integrated Production: Juliana Hasegawa

Project Director: Aline Veríssimo

Project Manager: Thais Villela

Technology: Vetor Zero, On Interactive

Art Buyer: Edna Bombini, Juliana Gardim

Illustrator: Vetor Zero, Estúdio Romeu e Julieta

Agency Producer: Jomar Farias, Leandro Ferreira, Robson de Vitto

Client Supervisors: Sergio Bessa, Diego Fernandes