{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TU7UH CREATIVE LAB, JAKARTA","is_link":false},{"keyword":"TITLE","content":"HONDA REST AREA","is_link":false},{"keyword":"BRAND","content":"HONDA ONEHEART","is_link":false},{"keyword":"ADVERTISER","content":"ASTRA HONDA MOTOR","is_link":false},{"keyword":"AGENCY","content":"TU7UH CREATIVE LAB, JAKARTA","is_link":false},{"keyword":"CHAIRMAN","content":"ANDREAS TU7UH","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"ANDREAS TU7UH","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"DION ALBERT SITORUS","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"ANDREAS TU7UH","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"FELICIA HUTABARAT","is_link":false},{"keyword":"ART DIRECTOR","content":"FADHIL ADIPUTRA SANTOSO","is_link":false},{"keyword":"COPYWRITER","content":"FELICIA HUTABARAT","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"DION ALBERT SITORUS","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"RACHEL TABITHA","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"ANDREAS TU7UH","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"LEVEL UP FILMS, JAKARTA","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"YAN ADRIAN SUNATRIO","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"YAN ADRIAN SUNATRIO","is_link":false},{"keyword":"CAMERAMAN","content":"YAN ADRIAN SUNATRIO","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"KURNIA","is_link":false},{"keyword":"FILM PRODUCER","content":"NURIL ANWAR","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"RAINBOW JUICE POST, JAKARTA","is_link":false},{"keyword":"EDITOR","content":"ANDREAS TU7UH","is_link":false},{"keyword":"COLORIST","content":"HAIKAL","is_link":false},{"keyword":"POST PRODUCER","content":"RAKA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"This was not just a campaign, it was a brand in action. Honda transformed 200+ dealerships into Rest Areas during Indonesia’s peak travel season, turning physical locations into meaningful brand touchpoints. Riders experienced care, safety, and support when they needed it most—making their journey a little more enjoyable and a lot safer. By integrating with Google Maps, the activation became instantly discoverable and useful in real-time. This seamless blend of physical presence and digital accessibility created a brand experience that was not only relevant and engaging but genuinely life-saving.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"For one week, we turned our showrooms from places to sell motorcycles into places to save lives.\r\n<br>As the country’s number 1 motorcycle brand, Honda saw untapped potential in its dealership network—strategically located every 30 minutes along the busiest routes. Honda transformed over 200 showrooms into free Rest Areas, offering a safe place for riders to recover.\r\n\r\n<br>Honda also partnered with Google Maps to temporarily rebrand each dealer as a “Rest Area,” helping riders to find them easily. This wasn’t just a brand activation; it was infrastructure. A retail footprint became a public safety system. Honda didn’t buy media—they engineered impact in the heart of a cultural movement.","is_link":false},{"keyword":"STRATEGY","content":"The strategy was grounded in a powerful cultural and behavioral insight: during Mudik, millions of Indonesians travel long distances by motorcycle, on average 10-12 hours journey. Fatigue is the leading cause of accidents, worsened \r\nby the lack of visible, accessible rest stops.\r\n\r\n<br>As Indonesia’s number 1 motorcycle brand, Honda identified a unique opportunity. With over 200 dealerships located roughly every 30 minutes along the busiest migration routes, it had the infrastructure to act—by turning dealers into life-saving Rest Areas.\r\n\r\n<br>Riders typically stop for three reasons: to pray, eat, or use the restroom. Honda responded by offering all three—\r\nplus free bike servicing and medical aid—to encourage meaningful rest.","is_link":false},{"keyword":"EXECUTION","content":"The idea was brought to life on the ground, over 200 Honda dealerships along Indonesia’s busiest Mudik routes were physically transformed into fully equipped Rest Areas. Each location featured signage design mimicking the official Rest Areas, making them easy to recognize and access.\r\n\r\n<br>The scale was nationwide, covering Java’s most congested roads, with Rest Areas meticulously spaced every \r\n30 minutes—aligned with safety recommendations to prevent fatigue.\r\n\r\n<br>Honda maximized every available space in its dealers, where waiting rooms became rest lounges, empty rooms turned into prayer areas, and multifunction spaces transformed into F&B corners.\r\n\r\n<br>To enhance discoverability, Honda partnered with Google Maps to temporarily rebrand every participating dealer \r\nas a “Rest Area,” making each location instantly searchable via GPS.\r\n\r\n<br>All of Honda’s digital channels—including dealers' social media, websites, and WhatsApp communities—were mobilized to share real-time updates on Rest Area availability, locations, and services.","is_link":false},{"keyword":"RESULT","content":"- Total accidents reduced by 30%. - Indonesian National Police\r\n<br>- Fatalities dropped by 47%. - Indonesian National Police\r\n<br>- Over 100 riders visited each Honda Rest Area every 20 minutes.\r\n<br>- Ad recall increased by 50 %.\r\n<br>- Brand awareness increased by 34,6%.\r\n<br>- Consideration increased by 45,8%.\r\n<br>- Even riders from competitor brands used the Rest Areas—in the spirit of togetherness.","is_link":false}],"files2":[{"name":"BE05_001.mp4","type":"mp4"},{"name":"BE05_001_DI01L.jpg","type":"jpg"}],"count":2}