To speak to Top Gear loyalists in Poland and South Africa and tell them that the biggest car show in the world is back. Tone: Witty, irreverant and high octane. The client wanted ‘It’s back’ to really come through in the creative and not just on an end board.
Deliverables: 1 x FPC press ad. 1 x viral promo up to 90 seconds. 2 x versioned on-air promos.
Drawing inspiration from virals we created a beatbox mash up that tapped into the humour, witty banter and phraseology of the Top Gear trio. BBC Worldwide were delighted with our campaign and gave us some great feedback highlighting very impressive results …
In Poland airing in their tough Thursday 2200-2310pm slot, the Top Gear series 19 debut attracted 88,5 k viewers and a share of 1.8% in the cab sat universe making it the highest rating Top Gear premiere episode ever!
In S.Africa series 19 premiered on a Wednesday at 2000-2110 gaining an excellent audience for the channel of 118k viewers peaking to 145k viewers at 20:33 and it was the best rating Top Gear telecast so far in 2013.