HONDA

When Honda first brought the Zoomer bike (a cool, stripped down scooter designed to be adaptable to your lifestyle) to the UK, we were briefed to get people talking. We created Zoomerzine, a destination to find out about the cultish qualities of the Zoomer in Japan and also to develop advocacy in the UK. Over five issues of Zoomerzine we brought on board a roll-call of diverse creatives, eccentrics and other generally interesting people - including rappers, surfers, car modders, designers, stylists, skateboarders, editors, motorcycle display teams, postmen and even renowned pop art legend Peter Blake.

We gave each of them a Zoomer. In return, they had to customise the bike in a way that said something about their lifestyle, and allow us to tell their story on the website, bringing it to life with funny, colourful, engaging content. We also established a PR and advocacy programme, ensuring coverage at all points from Topgear to style mags and trend blogs. The first batch of Zoomers were all sold via referrals from Zoomerzine.

Greg Willis, communications manager of Honda Motorcycles: "Honda launched this wonderful little device here with Zoomerzine, a web-based fanzine featuring the exploits of an eclectic mix of early Zoomer adopters who are, it seems, inveterate customisers. So was this viral approach a success? The campaign clearly worked, with every bike sold and a healthy waiting list."