Jack Morton Worldwide

Honda Challenge Lab / Honda

 

The Honda Challenge Lab opened its doors to visitors at the 2017 Goodwood Festival of Speed, the UK’s unofficial motor show that’s attended by 200,000 car enthusiasts during a long weekend in the summer. The Goodwood Festival of Speed is the UK’s unofficial motor show, attended by 200,000 car enthusiasts during a long weekend in the summer. This high-profile UK motoring festival presents a significant opportunity for the world’s leading car brands - whether mainstream, premium or niche - to capture the hearts and minds of car enthusiasts, fuelling their passion and, ultimately, driving purchase consideration.

The Challenge Lab aimed to provide insight into Honda's technical innovations and quirky features which give the brand its personality. Honda's stand at the Goodwood Festival has become a hugely anticipated delight for visitors and since we started working on the project three years ago, we’ve worked hard to compete against sports and luxury brands. So our challenge last year was matching or exceeding the expectations of previous events, which meant the task was ensuring the Honda Challenge Lab was a standout automotive experience in other ways. We did this by inviting audience participation; turning the technical specs of Honda vehicles into hands-on challenges for people to engage with the brand and its products.

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