THE CHALLENGE.

Drive.com.au turned to us to create a TVC to announce the rebranding of their publication. The content had to appeal beyond the existing audience of car enthusiasts and buyers, and try to tap into the female market.

OUR STRATEGY.

We started with the social positioning and purpose of the new site – to be the highest quality and most trusted source of independent automotive news and reviews, to help consumers make the right decision when purchasing a car – and extracted the core theme of “making the right decision” as a fertile creative territory.

Bring in the handsome heavyweight Blake Garvey to feature in a very “tongue-in-cheek” creative script around “finding the right one for you” – in this case referencing cars rather than the ladies. Tap into social conversation around his search for love and carry it through to a clear Call To Action.

The campaign was promoted across the Fairfax Media network including print, digital and social media, Garvey’s personal social feeds, and through a broader relaunch PR campaign to maximise content reach.

OUTCOMES.

• Over 70,000 shares on social media platforms.
•  600,000+ organic views on social media platforms.
• 11% increase in web traffic to site.