Honda has appointed global marketing and technology agency DigitasLBi, and Lost Boys, part of the DigitasLBi family, as global strategic digital partners for its Formula 1 activity following a competitive pitch.

DigitasLBi and Lost Boys are now collaborating with Honda to develop a digital strategy positioning Honda as the brand at the forefront of Formula 1, as it prepares for new challenges in 2015.

Activity will include the launch of a new global digital platform aiming to take fans of Honda and F1 on an aspirational journey of challenge surrounding the sport, and a social strategy aiming to engage a wide range of fans by bringing to life Honda’s pursuit of innovation and excellence in F1.

DigitasLBi already 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.

The first activity developed by DigitasLBi, Lost Boys and Honda will launch this week.

Akiko Itoga, Communications Manager, Honda R&D (Europe), said: “The Formula 1 race is a global brand challenge that is essential to Honda’s existence. We were looking for an agency which could understand why it is essential for Honda to race, and create a brave, highly creative digital approach to complement our story. It was a blessing that we have the experienced team of DigitasLBi and Lost Boys to help share our challenge with the world.”

Anil Pillai, UK CEO at DigitasLBi, added: “Honda has an illustrious history in Formula 1, and an exciting year ahead, so we’re honoured that they’ve chosen DigitasLBi and Lost Boys as their agency team. Working in partnership with them, we want to help recruit the next generation of Honda drivers and advocates by leveraging the excitement of F1 and Honda’s role in it.”