The team here at Sketch love nothing more than an attention grabbing PR stunt to launch a new car or new exciting features that an automotive company have invented. Launching a new car design takes much planning and generally a rather hefty a marketing budget but that doesn’t always have to be the case.
We have pulled together a few of our favourite car PR stunts that illustrate how budgets of varying sizes can get your car brand noticed for all the right reasons.
1. Aston Martin & Mount Anvil
Aston Martin flew a £1 Million 2016 V8 Vantage GTE Challenger 300 feet over London. The large scale publicity stunt was devised to promote Aston Martin & property developer Mount Anvil‘s partnership ahead of the 2016 FIA World Endurance Championship.
The high value vehicle was craned 300 feet into the sky onto a 31st floor of a Canary Wharf sky scraper, owned by Mount Anvil. When at the top the 2 drivers from Aston Martin carried out a practice change over. This procedure is crucial ahead of the prestigious race and probably the first time these drivers had executed it at such heights!
2. SKODA Citi-Henge
This was a fantastic project that we worked on with car giant SKODA a few years ago. We were briefed to create and install a unique replica of Wiltshire’s iconic Stonehenge made purely from recycled car parts. The giant build would then be installed on London’s Southbank.
The sculpture, which was unveiled in time for the evening of the Summer Solstice, had been specially positioned to sit on little known ley lines if the capital. ‘Citihenge’ was specially commissioned to celebrate the launch of the SKODA Citigo model.
Citihenge took Sketch’s design team three months to create. The ambitious piece of art was built using parts from 18 scrapped cars, stood over 5 metres tall with each ‘henge’ measuring 5 metres wide. Overall the whole structure weighed a remarkable 36 tonnes!
The installation was the latest in a series of cultural creative projects undertaken by SKODA, which has included giant cakes, a car in a cage and collaborations with musicians with Anastacia & DJ Tiesto.
3. Mercedes Un-crashable Cars
This Mercedes PR stunt cleverly plays on the toddler activity of choice – crashing cars! Mercedes created this publicity stunt to promote their Brake Assist System PLUS. It involved Mercedes-Benz installing super strong magnets inside toy cars and delivered them to people with the highest safety demands – families. The toys illustrated live at home a system that avoids crashes. Its safe to say that this stunt was loved by adults & hated by kids! The below video shows how they got on with their new toys…
4. Chevrolet Sonic Bungee Jump
General Motors took a social approach to their launch of their new Chevrolet Sonic by tipping the car off a 100ft structure. The social campaign urged users to log into the website www.LetsDoThis.com and click a button that would nudge the car closer to the edge. It took over 2.4 million clicks to push the car over the edge. Once launched the car was dipped into a swimming pool on the ground & caught by bungee cables. The stunt allowed millions of people to be individually involved in the launch of a new model of car.
5. Jeep Parking Space
An oldie but a goodie! Jeep used guerrilla marketing to highlight the vehicles durability by creating parking spaces that would usually be considered no-parking zones. So incredibly simple yet so effective. Publicity stunts like this can really capture consumer & media attention alike, with the added bonus of it going viral on social media a PR stunt like this can make for a very profitable campaign.
So there you have it, a brief round up of our fave car PR stunts. Which ones are your favourite? Any that we haven’t mentioned? We would love to hear your thoughts.
Tags: Aston Martin, Car PR, Chevrolet, guerrilla marketing, Jeep, Mercedes, Mount Anvil, PR Stunt, publicity stunt, Skoda