Best Vehicle-Based Experiential Campaign
Agency: Civic Entertainment Group
Campaign: Top Gear Taxis
Client: The History Channel
The History Channel collaborated with the BBC to create a U.S. version of the British TV series Top Gear, a car enthusiast program featuring super cars, extreme stunts and challenges, reviews and celebrity interviews. Since the UK version is broadcast in over 35 countries including the U.S. on BBC, it was critical that the campaign clearly position the new version as a unique take on the popular franchise and give car enthusiasts a reason to tune in.
The History Channel introduced Top Gear Taxis, a custom-branded fleet of luxury vehicles, including Lamborghinis, Ferraris and Mercedes, wrapped in yellow to look like New York City taxicabs and decaled with The History Channel/Top Gear promo. The taxis were deployed in Las Vegas, Los Angeles and New York throughout November, at trade shows (Las Vegas’ SEMA Auto Show which reaches 100,000 attendees) and, at LA’s Super Car Sundays – grass roots events with 3,000+ car enthusiasts
Publicity was garnered on morning news shows, and through media partners such as Time Warner and Good Morning LA. In addition, a red-carpet screening of the show was given at the Vegas Hilton for auto show attendees and the media that included a 40 sq. ft. display outside the South Hall of the convention center, while some of the show’s celebrities, including Car Crazy and Jalopnik, gave appearances.
In New York, a custom taxi stand operated for three days near Times Square and adjacent to Bryant Park, offering individuals a chance to ride shotgun. The taxis were featured on The Today Show, while Time Warner created a special “Time Warner Day” event for employees.
In Los Angeles, the taxis appeared in high profile places and events such as Hollywood and Highland, and, were positioned outside the Beverly Hills Hotel where they gave rides to hotel patrons. They also visited (then) Gov. Schwarzenegger’s After School All-Stars program, which serves 11,000 students in disadvantaged areas.
The events helped move the channel from outside the top 10 cable networks to one of the top five. The series premiere drew 1.9 million viewers, propelling it to the No. 1 program on The History Channel in 2010 catering to upscale viewers.
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