Top Gear Global Campaign

CONCEPT I STRATEGY |CREATIVE DIRECTION

Series 24 of Top Gear ushered in a new era for the show with a fresh team of presenters: Matt Le Blanc, Chris Harris and Rory Reid. For the launch campaign, our mission was clear: introduce the new faces to audiences around the world, showcase their camaraderie, and reaffirm Top Gear's status as the world’s premier motoring brand.

At the heart of this award-winning campaign was a specially filmed extended trailer that made a bold debut as a ‘roadblock’ in BBC One’s most coveted prime time slot, before being rolled out across BBC’s global channels.

Crossing the finish line

The trailer was watched by 33.9m individuals in the UK - over half the UK population - with over 16 million views on social media. There was also a significant increase in positive social sentiment with the YouTube ‘like rate’ for the trailer 85% higher than previous years. The campaign also generated positive press turning around public perception, with big spikes in positive social sentiment. The show was the highest rated title on BBC Two that year, up on BBC Two’s slot (+72%) and prime time (+78%) average shares. It also attracted a much younger profile than the BBC Two average, doubling the channel’s slot average share for this group (16-34).