ART DIRECTOR / CREATIVE DIRECTOR
SUREMEN V8 FAST CASH RACES
SureMen V8 reacts to changes in body temperature within seconds to provide protection.
A campaign was needed to link this with the excitement and adrenalin of motor sports, creating a powerful idea to motivate and engage men. So we created our own event, The V8 Fast Cash Races - a tournament of incredible and unusual drag races, each one a nail-biting prospect.
An on-pack hook, 'Win £10 every 5 minutes' drove purchase. Consumers entered unique codes online and then viewed a race between two vehicles drawn from a wide range including monster trucks, supercars, stunt planes, tanks, remote control cars and more. If the consumer’s vehicle won, they got £10. Even if they lost, they were entertained.
Shot with the Top Gear production team, the campaign created some truly engaging content, delivered a 19% increase in sales, and beat Lynx to win the Gold IPM Award that year.
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