British International Motor Show 2008
See the work
Who says things are never as good the second time around?
We set ourselves high standards with our campaign for the Motor Show in 2006, but managed to exceed all targets for 2008’s pull-up-to-the-bumper event.
Our aim was to appeal to a broad audience: from petrolheads and City workers to families. So our news ideas ranged from revealing Brit’s guilty secrets about what they get up to behind the wheel, to analysing the “kid’s car washing” economy, to an examination of how may people remember their first car more passionately than their first kiss. All did us proud.
We created a wall of fame for people to upload their pictures of themselves and their cars onto our website and one lucky winner had his car on show at the main event.
And finally to hit the celeb and gossip mags and pages, we created a Celebrity Driving Challenge where two teams of celebs (including Nikki Grahame, Du’ane Ladejo (Predator to you and me) and Apprentice star, Alex Wotherspoon) were put through their driving paces by our friends at BSM on behalf of Help for Heroes.
The results speak for themselves - a PR value of over £18 million.