ENTERTAINMENT / EXPERIENTIAL

BBC TOP GEAR FESTIVAL OF MOTORING 2019

SIMPLE

BBC’s Top Gear launched its 27th season this past August, and the Levergy team was tasked with creating a campaign that would generate excitement and awareness around the return of the show.

Top Gear is not your average car show, therefore the activation needed to keep in true Top Gear style – challenging conventional norms, thinking out of the box and course having fun!

This is how our #Cabbykitout campaign came to life.

CREATIVE

We partnered with The South African Festival of Motoring and over the four-day period, Top Gear fans had the opportunity to transform an everyday South African taxi into a pimped out Top Gear taxi.

Each day, Top Gear fans voted both on the stand and on social media platforms, choosing which colour, wheels and accessories they wanted on the taxi. Overnight our team of mechanics got to work to transform our taxi, with the final day being completed just in time for The Stig to make an appearance.

The Stig thrilled our invited media to a few laps around the track, and stood for photo’s with Top Gear fans.

IMPACT

+64K guest interactions over 4 days

+215K Video views across social platforms

274 User generated conversations

80.6% Positive sentiment