What we did*
Car brands don’t get women. Pink cars, adverts full of cosmetics and fluffy childlike imagery is patronising and out of touch.
Our quant research found that, like men of their age, 20- something women were looking for adventure and independence.
But we also researched the content young women regularly consume, and the response was damning. Hardly any of it could be described as delivering adventure or independence.
This was our opportunity: to place the Ignis at the heart of messaging which celebrates and promotes the adventure and independence our audience is seeking.
Working with E4, we created a brand-new TV format designed to engage their young female viewers. All Star Driving School is a TV series about the trials of learning to drive, but ultimately about the adventure and independence the first-time car can grant its owner.
We’d then amplify the stories of adventure which came out of the show, in effect using the series to create messaging for the Ignis across multiple channels.
With driving integral to the show we didn’t suffer from limitations on product placement. Across 15 weekly episodes, it didn’t matter which celebrity took the wheel as the Ignis was consistently the star of the show. Speaking of the celebrities, our social listening even helped us to select talent we knew our audience already love.
Those who passed their driving test in the series were rewarded with an Ignis. It allowed the car to continue facilitating their adventure and independence, featuring heavily within social stories.
On the back of one such adventure we created a series of storytelling TV creatives starring Mark Francis and Kathryn Ryan, these were then used across a 10-week paid TV advertising campaign.
We ran a 14-week campaign calling on Instagrammers to take advantage of test-drives and create adventures of their own, taking inspiration from those they’re seeing on screen. This was further supported by paid for influencer outreach and a series of Buzzfeed articles commissioned to provide even more ideas of adventure in the car.