When the new Vectra model launched to widespread acclaim, we saw an opportunity to gain some ‘payback’. First, we created a flyer highlighting favourable press quotes. Then we negotiated a deal with Top Gear Magazine to insert the flyer right into Clarkson’s very own column. This clever media planning allowed us to claim that there was praise for the Vectra ‘in the middle of a Clarkson piece’.

Response started encouragingly. Then Clarkson advocated our test drive offer on prime time television and the phones when mad. (68,000 calls received within one hour).