TOP GEAR TAXIS by Civic Entertainment Group for Top Gear

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market United States
Agency Civic Entertainment Group
Director Seth Grossbard
Released November 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: HISTORY
Product/Service: TV SHOW
Date of First Appearance: Nov 2 2010
Chief Executive Officer: Stuart Ruderfer (Civic Entertainment)
Chief Executive Officer: David Cohn (Civic Entertainment)
Vice President: Spencer Rice (Civic Entertainment)
Director: Seth Grossbard (Civic Entertainment)
Manager: Rory Edwards (Civic Entertainment)
Account Coordinator: Ben Turk (Civic Entertainment)
Account Coordinator: Nicole Fernandez (Civic Entertainment)
Senior Vice President of Marketing: Chris Moseley (HISTORY)
Vice President of Consumer Marketing: Chris Meador (HISTORY)
Director of Consumer Promotions and Partnerships: Tracy Lenhart (HISTORY)
Marketing Manager: Jen Hayes (HISTORY)
Marketing Coordinator: Jamie Eliahu (HISTORY)
Public Relations Director: Vicky Kahn (HISTORY)
Vice President of Public Relations and Communications: Lynn Gardner (HISTORY)
Media placement: Event - SEMA Auto Show, Las Vegas,NV - November 2, 2010
Media placement: Radio - KOMP, Las Vegas,NV - November 2, 2010
Media placement: Screening - Hilton Hotel, Las Vegas,CA - November 5, 2010
Media placement: Event - SLS Hotel, Beverly Hills,CA - November 8, 2010
Media placement: Event - Hollywood And Highland, Hollywood,CA - November 11, 2010
Media placement: Event - Malibu Country Mart, Malibu,CA - November 13, 2010
Media placement: Event - Rose Bowl Flea Market, Pasadena,CA - November 14, 2010
Media placement: Event - After-School All-Stars, Los Angeles,CA - November 16, 2010
Media placement: Print - Full Page Color (Back-Cover) - Metro, New York - November 17, 2010
Media placement: Event - New York, New York - November 17, 2010

Describe the objective of the promotion.
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).

Describe how the promotion developed from concept to 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.

Explain why the method of promotion was most relevant to the product or service.
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”.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.