The sixth annual outing for the MPH Prestige and Performance Motor Show in London and Birmingham in October and November last year was a showcase of £37m worth of rare cars. For the first time, Top Gear presenters Jeremy Clarkson, Richard Hammond and James May hosted the event.
- To develop a London-themed photo stunt to launch Top Gear Live
- To secure pre-event coverage
- To drive ticket sales.
STRATEGY AND PLAN
On 1 September, the Performance team stopped the traffic on Tower Bridge to allow 'Jezza, Hamster and Captain Slow' to drive an 18-tonne tank across. TV crews and photographers from key media outlets were given vantage points and a press conference was held followed by one-to-one interviews.
MEASUREMENT AND EVALUATION
Broadcast coverage included BBC London News, BBC South Today, Virgin Radio, BBC Radio 2. Print coverage appeared in The Independent, The Daily Telegraph, The Guardian, The Sun, Daily Express, Daily Star, Evening Standard, Hello and many automotive and regional titles.
The stunt was the second most downloaded video on BBC News. MPH sold two weeks' worth of tickets in the six hours following, and for the first time ever, all 20 shows were sold out.