Analysis of our two key demographics revealed the only common ground was Facebook, TV and high-traffic billboards in urban centres.

Our older audience of potential 'purchasers' were influenced by the street cool of a younger generation.

The younger 'influencers' couldn't afford to buy, but held sway in online petrol-head communities.

Street posters were identified as a key information channel for what was cool amongst our younger influencer audience.

Online gaming and social media, as well as 'live games' that crossed over between the internet and reality were also highly rated by this group.

These insights dictated our media choice, and directly influenced the integrated nature of the campaign.

By intimately combining channels through the use of digital codes, a Facebook app, above the line, and webfilms, we created a media ecosystem that spoke to our target audiences on multiple levels in a language they understood and ultimately loved.

All of our primary and secondary goals were exceeded.

Pre-registration to sale, and visits to our website, both more than doubled our expectations. Facebook Likes were 92% over target and stories shared, at 942,832, were 214% over target.

We now have a large community of 86 enthusiasts we can continue to market to. 3,750 of them committed to sign up for the Facebook app, creating a sub-set of hot prospects for new 86 models.

Our Facebook page has grown to over 10,000 Likes, proving the highly engaged, quality nature of the Likes we achieved. These are invaluable as long-term leads.