Top Gear was tasked to create a campaign that would engage readers and build brand awareness of Turtle Wax’s ‘ICE’ product range. The objective was to increase sales whilst also communicate key brand attributes such as a value for money, particularly in comparison to the competition.
The Top Gear creative team came up with an interactive multiplatform solution using a combination of advertorials in Top Gear magazine and an ad campaign on topgear.com
directing traffic to an interactive microsite.
In addition to this, Turtle Wax ICE had joint branding alongside Top Gear at The International Motor Show and carried out a national roadshow at major retailers and driving events around the country.
The campaign also involved point of sale promotion at Halfords, with Top Gear branding as well as an advert on Top Gear’s cover mount DVD.
The campaign encouraged users to interact with the Turtle Wax brand in a driving game and a competition where entrants submitted pictures of their shamefully dirty and dazzlingly clean cars.Users interacted with Turtle Wax ICE by sending in pictures of their dirty/clean cars
Top Gear’s audience entered the competition by submitting their dirty and freshly cleaned car to appear on the micro site styled like a Panini sticker album. The top five cars each day were showcased in the ‘Iced Gems’ collection. To further increase engagement with Turtle Wax, registered users became judges of the competition as well as content providers.
The magazine advertorials created awareness of the competition and drove traffic to the microsite, where users could see if their pictures made it into the ‘Iced Gems’ section. The overall 3 winning cars were given the ‘full Turtle Wax treatment’ and photographed for a DPS advertorial in Top Gear magazine. In addition, the three winners also won a place in the UK’s top driving school, Palmer Sport, for themselves and a guest.
Turtle Wax Ice benefitted from being the only non-car advertiser to feature in the pre-reel adverts on the Top Gear cover mount DVD, with a shortened version of their TV ad directing viewers to the ICE microsite.
The campaign gained further exposure with joint Top Gear branding at The International Motor Show and Turtle Wax ICE enjoyed promotion around the Top Gear show cars as well as competition entries, leaflets and samples distributed in Top Gear’s goodie bags.
12,000 Top Gear and Turtle Wax Ice branded gift packs (ICE products and a Top Gear DVD) were available at Halfords across the UK, further strengthening the association between the two brands.
The Top Gear designed microsite created a central online hub for the entire Turtle Wax ICE campaign, with promotional and marketing activity drawing consumers back to the site.
To measure campaign effectiveness in changing user perception and attitude towards the Turtle Wax brand, BBC Worldwide devised a survey and prompted users to take part using a pop-up on the website. The survey proved engaging, with an impressive 16,877 respondents.The winning cars received the full ICE treatment and appeared in Top Gear
The combination of magazine advertorials, a microsite and event promotion proved to be a successful mix in building brand awareness of Turtle Wax ICE.
Perception of Turtle Wax’s key attributes amongst Top Gear readers also increased, in particular value for money (up 17%) and quality (up 33%).
The campaign successfully engaged Top Gear’s readers and users with 36% of those seeing the campaign visiting the micro site. The microsite generated over 650,000 page impressions with 675 photos uploaded and over 62,000 photo views.