Battle of the Sexes

Brands Hatch

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Task

A pre-Christmas campaign to promote driver experience days at various circuits, including Brands Hatch and Bedford Autodrome.

Insight

We discovered that almost 90% of the participants on the track days were male and yet 80% of the bookings had been received from women.

Solution

Our solution was therefore to target women buying for their husbands or boyfriends, and to play on the friendly battle of the sexes between male and female drivers.

This was a complete shift in strategy for the client who had previously advertised through car magazines and direct to male driving enthusiasts.

Instead, our campaign launched through women’s lifestyle magazines, banner ads and high street posters to reach female prospects, as well as emails to past bookers and enquirers (not just attendees). Men were also targeted through trackside and toilet posters, emails and a TV spot aired during the last Grand Prix of the season prompting them to “Stop Dreaming”.

Digital display banners and MPUs were created and served across a broad range of lifestyle sites, all supported by a consistent micro-site which carried an extended version of the TV ad.

Results

Sales rose 8% year on year against the backdrop of a deteriorating economy that badly affected Christmas retail sales that year.

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