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24 Oct 2011
Case Study: TopGear.com & Harman Kardon Amplified Journeys
The Challenge The Top Gear creative solutions team was tasked to come up with an advertorial campaign that would raise brand awareness of Harman Kardon audio systems and the Amplified Journeys website, while establishing a link between music, driving and the Harman Kardon brand.
The Idea
The proposed solution was a high visibility multi-platform campaign, using a series of magazine advertorials as well as display advertisements on topgear.com and placements in Top Gear’s e-newsletter.
Quincy Jones Advertorial
The Execution
It was important to demonstrate how Harman Kardon could enhance the driving experience of Top Gear drivers.
To convey this message, Top Gear’s Creative Solutions Team designed a series of four advertorials. In each one, Top Gear linked up with an iconic figure in the music industry (Quincy Jones, Steve Levine, Daniel Harding and DJ Seb Fontaine) and followed their ‘Amplified Journey’ through their careers and the music that shaped them, while subtlely promoting the high quality of Harman Kardon technology that they use both in the studio and personally in the cars they drive.
The advertorials directed readers to a tailor-made website where users could download their own ‘amplified journey’, creating a playlist to match their journey.
Clockwise from Left - Mag advertorials / banner ads / micro-site supporting the campaignIn addition to the magazine advertorials, the supporting ad campaign of banners, skys and MPUs on topgear.com, as well as the ad placements in Top Gears bi-weekly e-newsletter, distributed to 135,000 users, helped to raise awareness further and generated additional traffic to the Harman Kardon Amplified Journey’s website.
To add further value to the campaign,Top Gear’s Ad Insight team devised a research survey to help Harman Kardon understand how Top Gear readers and users interact with audio systems while driving. Topgear.com users were prompted to take part using a pop-up on the Top Gear website.
The Results
For more information visit www.bbcmagazinesadvertising.com
The Idea
The proposed solution was a high visibility multi-platform campaign, using a series of magazine advertorials as well as display advertisements on topgear.com and placements in Top Gear’s e-newsletter.
Quincy Jones AdvertorialIt was important to demonstrate how Harman Kardon could enhance the driving experience of Top Gear drivers.
To convey this message, Top Gear’s Creative Solutions Team designed a series of four advertorials. In each one, Top Gear linked up with an iconic figure in the music industry (Quincy Jones, Steve Levine, Daniel Harding and DJ Seb Fontaine) and followed their ‘Amplified Journey’ through their careers and the music that shaped them, while subtlely promoting the high quality of Harman Kardon technology that they use both in the studio and personally in the cars they drive.
The advertorials directed readers to a tailor-made website where users could download their own ‘amplified journey’, creating a playlist to match their journey.
Clockwise from Left - Mag advertorials / banner ads / micro-site supporting the campaignIn addition to the magazine advertorials, the supporting ad campaign of banners, skys and MPUs on topgear.com, as well as the ad placements in Top Gears bi-weekly e-newsletter, distributed to 135,000 users, helped to raise awareness further and generated additional traffic to the Harman Kardon Amplified Journey’s website.To add further value to the campaign,Top Gear’s Ad Insight team devised a research survey to help Harman Kardon understand how Top Gear readers and users interact with audio systems while driving. Topgear.com users were prompted to take part using a pop-up on the Top Gear website.
The Results
- The campaign delivered captivating advertorials that were pitched perfectly to engage Top Gear’s audience and generate traffic to the Amplified Journeys website.
- The advertorials educated users on the high quality technology of Harman Kardon audio systems while establishing a natural link between music and driving.
- The campaign was an excellent example of team work between the client, agency and media owner to create an exciting and engaging campaign.
"This year's campaign helped us co-ordinate print and online activities to provide a positive engagement with the consumer and our brand. Harmon Kardon and Top Gear compliment each other in both brand appeal and work ethic. It’s a partnership we will continue."Peter Coombs European Marketing Specialist
