Honda has announced the launch of a new digital experience for its Formula 1 activity, created in collaboration with global marketing and technology agency DigitasLBi, and Lost Boys, a creative agency specialising in social and content. The work is the first to launch since Honda appointed DigitasLBi and Lost Boys as global strategic digital partners for its Formula 1 activities following a competitive pitch.

DigitasLBi and Lost Boys have collaborated with Honda to develop a global digital strategy and execute an integrated digital experience celebrating Honda’s Formula 1 presence.

Activity includes a slick new global digital platform, hondaracingf1.com, which eschews clichéd motorsports imagery, heroing Honda’s engineers and their relentless pursuit of racing perfection. The platform is supported by engaging and entertaining content across social channels including Twitter, Instagram, Weibo and Facebook, with teaser activity leading up to McLaren-Honda’s first race at the Australian Grand Prix on Sunday 15th March.

DigitasLBi also works with Honda on its digital presence across all product divisions and European markets, and Lost Boys was recently appointed to the brand’s pan-European social business, along with media agency Starcom.

Akiko Itoga, Communications Manager, Honda R&D (Europe), said: “Racing, especially pinnacle racing, is the ultimate learning ground for our engineers and Honda, and helps shape the future of all our technological innovations. The aim of our new digital experience is to bring to life Honda’s challenging spirit of the past, present and future. In our relentless pursuit of perfection through racing, we are also confident that we can create superior products for the road.”

Simon Gill, Chief Creative Officer, UK at DigitasLBi, added: “This has been a real passion project for the agency team. We’ve all got under the skin of Honda’s unique philosophy and their relentless pursuit of racing perfection. We’re really excited about the 2015 season and all the great activity we plan to unleash.”