The event provided an intimate and entertaining environment for key global media and other industry opinion formers to get a first glimpse ahead of the official show opening.

The evening’s theme revolved around the Civic messaging, ‘if you never venture into the unknown, how do we get anywhere new?’ and, keen to avoid creating a conventional motoring experience, Amplify made the decision to do something a bit different. The car was revealed in dramatic fashion, suspended 70 feet above the guests’ heads and the atrium floor.

The new Civic was the undoubted star, but additional highlights included developer Q&A sessions and a talk by Dream Factory Cultural Engineer Mark Stevenson, ensuring that guests had a truly memorable experience.

Close to 400 attendees were entertained and the unexpected grandeur of the evening ensured the new Civic was at the forefront of the minds of Europe’s key media figures the next day.

Undertaking research to gain insights into the ‘Mummy’ market, Amplify developed a credible campaign by creating the Apps for Mums guide, a beautifully designed booklet, featuring apps perfect for busy mums.

To kick off the campaign Amplify created a launch experience, attended by mums and their children, media and ‘mummy bloggers’, all hosted by campaign partners the National Childbirth Trust and celebrity mum Denise Van Outen.

The event included interactive workshops, showing mums how mobile Internet and smartphones can add a level of convenience to their lives. Mums also got to take part in fun sessions, including a cup cake decorating workshop and a sing-a-long hosted by CBEEBIES presenter Katy Ashworth.

The team set out to embrace the vibrant colours of football within one unique bespoke structure - the Sony Stadium, an incredible 3D football pitch, complete with gravity-defying footballers exploding through the Hyde Park turf.

The experience took in nearly 50,000 visitors over the course of a week, allowing them to get up close and personal with the latest Sony and PlayStation technology and an opportunity to win tickets to the Champions League Final at Wembley.

To drive awareness of the Sony Stadium, Amplify secured UEFA Champions League star Gareth Bale to attend the experience and supported the PlayStation communications team’s PR and social media plan, resulting in widespread national media coverage generating a reach of approx. 6.38 million people.

The Power of Dreams
To celebrate the launch of the CR-Z, the world’s first sporty hybrid coupe, Amplify joined forces with Honda to share the inspiring story of The Power of Dreams. Tasked with specifically targeting The Urban Intelligence (the city dwelling opinion formers of today) our campaign centred activity at the very heart of this tribe.

The Dream Factory
Coined The Dream Factory, we championed a collection of today’s most exciting cultural innovators, fondly referred to as Cultural Engineers. To help us recruit a diverse and stimulating mix we collaborated with a team of ‘Cultural Leaders’, well loved industry figureheads with the authority on what ground breaking work looks like.

We took the three key traits of the CR-Z, and translated them into values that appeal to this audience. Sporty became fun, hybrid became modern conscience and coupe became good design. In line with The Power of Dreams philosophy, we wanted to celebrate those ‘do-ers’ who represented one or more of those traits, and inspire others to follow their own dreams.

Our Cultural Leaders
They were Danny Miller, Publisher of Little White Lies and Huck, and Founder of creative agency, The Church of London; King Adz, street culture aficionado and creator of The Urban Cookbook; Shane Walters, co-founder and creative director of contemporary digital arts organisation, onedotzero; Eugenie Harvey, founder of We Are What We Do, Mandi Lennard, fosterer of fresh talent and founder of Mandi Lennard PR and Honda’s CR-Z project leader Mr.Tomobe-san.

Our Cultural Engineers
The rich wealth of talent of our Cultural Engineers extended across the cultural spectrum. Collective Agents of Change, artist Benedict Radcliffe and environmental consultant John Grant are just a few examples of the 20 names on board.

www.dreamfactoryuk.com
Dreamfactoryuk.com provided an online hub to the whole of the campaign, telling the story from start to finish. Viewers were able to gain insight into the incredible stories of our Cultural Engineers and Leaders, keep up to date on some of today’s most exciting cultural goings on via our blog, enter a variety of enviable Dream Factory competitions and find out more about the CR-Z. Guests who signed up to the Dream Factory mailer got to be one of the first to hear about the Dream Factory updates throughout the campaign.

The Book
We ensured the enduring stories of our Cultural Engineers left an indelible imprint on the cultural landscape by documenting their ‘movements’ through a limited edition Dream Factory annual. 1,000 limited books were curated and designed by TCOLondon, long term collaborator of Amplify, and the creative agency founded by Cultural Leader Danny Miller.

The Exhibition
A Dream Factory exhibition, ran from 21st to 30th May at Dray Walk Gallery, bringing to life the product of the power of dreams, with the stories and exhibits of our Cultural Engineers on show for all. Guests were invited to kick back and relax in the Dream Factory cinema watching ‘shorts’ selected by the likes of Fabian Rigall of Secret Cinema and Cath Le Couteur of Shooting People, be one of the first few to explore the CR-Z as well as view work by the likes of Kevin Harman, Pants To Poverty, Cola Life and Art Against Knives. The lucky ones that made it down to the launch night experienced a live performance by Radio 1 DJ and Cultural Engineer Nihal Arthanayake, got sight of Cultural Engineer and curator Tina Ziegler’s ‘one to watch’ Mr Penfold bring to life his view on the power of dreams through life art, while also being able to mingle with all the Cultural Engineers and Leaders involved in the exhibition.

Workshops
Additionally guests were invited to share in the inspirations of our Cultural Engineers through a series of workshops. Partnering with Wieden & Kennedy (Honda’s Ad agency) we utilised their creative hub Platform to provide the setting for sessions by both Agents of Change and Paulina Bozek. The Dream Factory exhibition space transformed into a workshop session for John Grant and played host to a private screening night hosted by cinema aficionados Little White Lies.

Following on from London, the workshops rolled out across the UK, with Brighton’s gig venue Jam providing the perfect setting for Chris Wheeler and The Hertitage Orchestra.

The following week we moved on to Bristol and played host to Tom Podkolinski who gave us an insight into his eco surfwear designs before we moved on to Glasgow and local artist Kevin Harman who shared his extraordinary story and inspirational projects.

Delivered at the Big Chill and Camp Bestival festivals, a fictitious Inn - The Branch and Root - was created and hidden away from the mainstream, providing the perfect setting for an interactive, theatrical and humorous experience rooted in nature.

In the evenings a varied DJ line-up and our resident 9-piece strong resident ‘forest band’, Riot Jazz, transformed The Branch and Root into a must-visit destination.

Over 700 consumers enjoyed the intentionally intimate experience, with a further 7,000 Red Bull Colas sampled to the public.  An amplification campaign also supported the events to ensure as broad a reach as possible, with a total OTS of over 1.5 million generated, including a ‘shout-out’ on Jo Whiley’s Radio 1 show.

Over three months Amplify’s team of highly trained One Plan enthusiasts hosted over 11,000 one-on-one demonstrations of the best products and services available on Three.

Independent research showed that 73% of people who took part in, or experienced, the activity said it had improved their opinion of the Three brand. 40% also said they were more likely to consider joining Three and 54% said they would be likely to tell their friends, family and colleagues about their positive experiences.

Within the bespoke MAG 256 arena, guests were given a hands-on education on the game, allowing them to experience MAG in its fullest form.

The event created a massive buzz within the gaming community, delivering over 70 media interviews, as well as hundreds of pieces of positive coverage, tweets and user-generated content. It was testament to the experience provided that 40% of all the related articles on Google were from the voices at the event.