Turtle Wax wanted a campaign that would target car owners, build their brand online and encourage exceptional levels of audience engagement.
In order to reach and engage Turtle Wax’s key audience, topgear.com
came up with an innovative creative solution: a stand-alone website entitled yourdirtycar.com.
Advertising on topgear.com directed users to a microsite where they were encouraged to participate in an interactive competition by sending in pictures of their dirty cars via their mobile phones or by email. Winning entries were then showcased in the site’s ‘hall of shame’, with five Turtle Wax cleaning kits given away to the dirtiest cars of the week! The Turtle Wax microsite also contained a driving game to further engage users with the Turtle Wax brand.
The standalone website received over 1.7 million page impressions during the campaign period and more than 300 users uploaded photographs. A survey hosted on topgear.com collected over 25,000 responses and measured a positive uplift in brand perception post versus pre-campaign. Homepage: Users interacted with Turtle Wax by sending in pictures of their dirty cars
Audience engagement with the Turtle Wax brand resulted in an average uplift of 12% against the brand attributes measured – including an increase in purchase consideration.
The campaign won the SWOT award for ‘Best Media Planning and Buying Strategy’ in April 2008 and was shortlisted for ‘Idea of the year’ at the PPA Awards 2008.
“The ‘Dirty Dirty Car’ campaign was an exciting initiative, providing strong consumer engagement with the brand,”Paul Sullivan – Managing Director of Turtle Wax Europe