Junior Track Days
Promote young driver experience days at various circuits, including
Brands Hatch and Bedford Autodrome.
Parents were the real targets, of course, so all we needed to do was capture their attention and draw them into the proposition.
We struck a chord by urging parents to get their kids to ‘drive someone else round the bend for a change’, supported by strong imagery to also appeal to the young audience directly.
The campaign utilised national press, magazines, email and online banners, supported by a themed micro site providing further information and video content.
This was part of a broader campaign that also included adult driving experiences, which saw an 8% uplift in sales measured against the previous year.