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AUTOCAR 

SUPPLEMENTS

Challenge

In order to connect with genuine car enthusiasts, we recommended that Ford should act like a car enthusiast itself.

That meant thrilling video content, showing Ford Performance cars doing the amazing things that they were designed to do, and fact-packed listicles, allowing out-and-out enthusiasts – who want to know, rather than need to know – to sweat the detail. 

IDEA

In order to connect with genuine car enthusiasts, we recommended that Ford should act like a car enthusiast itself.

That meant thrilling video content, showing Ford Performance cars doing the amazing things that they were designed to do, and fact-packed listicles, allowing out-and-out enthusiasts – who want to know, rather than need to know – to sweat the detail.

As a result, we created a six-month long campaign of 11 long-form videos and 23 promoted stories, with associated social and rich-media ad content.

Honda Civic Type R Nurburgring front-drive lap record onboard

The new Civic Type R has shaved more than 5sec from the front-wheel drive Nürburgring lap record. Here is Honda’s official onboard footage.

Jaguar f-pace road trip

As part of our special supplement on the new Jaguar F-Pace, we took the car on an epic 500km, two-day road trip through the Nordic winter from Sweden to Norway and into the Arctic Circle.

SUCCESS

With an all-new product from a challenger brand, we knew it was important to get real opinions from real enthusiasts to stimulate peer-to-peer advocacy. As a result, we put members of the PistonHeads community at the core of our ideas.

In order to validate the thrill and joy of driving the i30 N, we used a sports scientist to measure the physical reaction of our PistonHeaders as they drove around a track – proving that driving the i30 N actually had a tangible and measurable effect, as well as a visible emotional reaction

SUCCESS

In order to connect with genuine car enthusiasts, we recommended that Ford should act like a car enthusiast itself.

That meant thrilling video content, showing Ford Performance cars doing the amazing things that they were designed to do, and fact-packed listicles, allowing out-and-out enthusiasts – who want to know, rather than need to know – to sweat the detail. 

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CREATIVE SUMMARY

CONTENT THAT WORKS

Editorial Books:

Jaguar XE
Jaguar F-Pace
Nissan Micra
Honda Type R

booklet / website

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Editorial Video

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Let's talk

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

Where to find us?
69 London Road
Twickenham
TW1 3SP

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