To make a lot of noise about the launch of Xbox One and the latest edition of the hugely popular racing franchise, Forza 5, featuring the Bathurst track at Mt Panorama for the first time.
Our client wanted noise and boy did they get it! Fans had been asking for the Bathurst 1000 to be part of Forza for more than a decade, so rather than just stick some signage on an existing entrant, we partnered with Xbox One and Triple 8 Racing to dream, design and build a genuine Xbox One Racing team – which became the wild card entry at the 2013 race.
It was an insanely ambitious idea and not without its fair share of risk, but the highly integrated campaign we pulled off (which drove mileage out of every marketing vehicle) was successful beyond anyone’s wildest dreams, proving that big risk does bring big reward – if it’s well planned and you choose your partners wisely.
While the aim was to drive awareness, and sales, both of Xbox One and Forza 5, the result was so much more. We told a story, and we sold a story. We achieved #2 attach worldwide, almost doubling the forecast and shattering Australian launch records with an opening weekend of $40 million! And a little stunt which saw ‘The Stig’ drive the car prompted one million views, syndicated globally thanks to the BBC.
All up approximately $8 million in earned media was generated!
It could also be the most fun we’ve ever had and we finished in the Top 10 in one of the world’s toughest races….what a result!!