Top Gear

Objective: Top Gear, the cult British TV-show, launched a line of luxury car cleaning products. Their brand identity was an asset, yet they needed to build credibility in a highly competitive market.

Solution: We designed a multi-faceted brand awareness campaign. Because of Top Gear, we match the of Top Gear by focussing a campaign around a well-known influencer and race car driver, Anthony Kumpen. With Anthony Kumpen's brand, we created a competition on various social media channels including Facebook. The two winners had the opportunity to drive a professional race car on a Formula 1 race track with Anthony Kumpen. To facilitate sales and awareness we opened up pop-up stores across the country for Top Gear's product while leveraging the recent campaign and competition with Mr. Kumpen in the stores.

Results: The Facebook campaign resulted in > 25,000 followers and generated a lot of excitement around the competition. The race track drive was live-streamed to social media which resulted in a large volume of engagements. In the end, we drove significant traffic to the pop-up stores across the country. The product was readily available in large chain stores and car service centers. Ultimately Top Gear expanded this product line to other European countries.