Brand Experience and Activation > Use of Promo & Activation

TOP GEAR TAXIS

CIVIC ENTERTAINMENT GROUP, New York / HISTORY / 2011

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Overview

Credits

Overview

ClientBriefOrObjective

Create an eye-catching, immersive and buzz worthy promotion that would drive awareness and tune-in for the new U.S. version of Top Gear.

• Engage existing Top Gear fans and “Gearheads” (those into cars and very knowledgeable about how to modify and fix them).• Resonate with the Network’s core audience (Men 25-49).• Generate PR.• Provide a platform for HISTORY business units to engage key clients and partners (Ad Sales and Affiliate Marketing partners).

Effectiveness

In cluttered markets, HISTORY found an engaging/immersive experience that brought the exotic cars of Top Gear to the public, media and literally, the doors of advertising and affiliate executives.•Series median age was 37, lowest of any program on HISTORY in 2010, helping propel HISTORY from outside the Top 10 cable networks in 2009 into the TOP 5 in 2010.•1.9MM viewers.•25MM+ media impressions:•Auto press/bloggers/mainstream media o“The piece de resistance [of SEMA] has to be HISTORY…” – LA Car. o“One thing is for sure... HISTORY has ensured that many SEMA attendees will be tuning in.” – Detroit Examiner.

Implementation

Introduced the real stars of Top Gear – exotic, high-performance cars – to the target audience.Custom-designed a fleet of exotic high-performance cars into “Top Gear Taxis,” (Lamborghini, Ferrari, Mercedes- McLaren, Dodge-Viper, Rolls Royce). “Taxis” were branded to resemble NYC taxicabs (wrapped yellow, decaled with HISTORY/Top Gear and fitted with branded topper).“Taxis” visited Las Vegas, Los Angeles and NYC; activation customized for the target audience. •SEMA Car Show. •Engaged automotive industry press •Secured partnerships/venues for consumers to interact with and take “joy-rides” in the “Taxis”. •Leveraged “Taxis” to secure National/Local media coverage. •Rides for Advertising and Affiliate executives.

Relevancy

It was necessary to surprise and excite viewers and give them a reason to tune-in. The popularity of the BBC version posed a huge challenge: its format and unique personalities were a formula that few (especially “gearheads”/automotive press) wanted to see tinkered with. That said, “gearheads” were your necessary evangelists…the individuals whose approval would provide the series with the imprimatur of the automotive world.The “Taxis” were show-stoppers. Regardless of where the cars went, they elicited stares, photos and conversation. Even the most jaded “gearheads” lined up to get a glimpse and take a ride in the “Taxis”.

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