The Challenge
To create a London Themed editorially compelling live stunt that would capture the imagination of national and international broadcast, web and national print media.
Communicate the fun and daring associated with Top Gear.
Maximise the key media interview opportunities for Jeremy Clarkson, Richard Hammond and James May and ultimately drive ticket sales for the show.
Creative Solution
Create a never seen before TV and photo opportunity for the presenters at an iconic London Landmark, in a vehicle that captured the imagination.
Ensure TV crews and photographers secured strategic vantage points to capture Jezza, Hamster and Captain Slow driving an MPH Liveried 18-tonne tank across Tower Bridge.
Post Stunt, host a press conference and a series of one-to-one interviews with high profile media and simultaneously dispatch a press release with accompanying images to domestic and international media
The Results
UMV £498,750
4 x broadcast features
12 x national newspaper articles plus countless automotive and regional media
140 x online articles
ROI – 1:23
Highlight:
MPH sold 2 weeks worth of tickets in 6 hours post stunt
The stunt became the second most downloaded video on BBC News for 48 hours
For the first time ever each day and all 20 shows were sold out.
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