The World’s Fastest Bumper Car.

The first series launch of the post-Clarkson / Hammond / May era was always going to be a tough sell. There was a lot of intrigue, but many had already made their mind up before a second of the series had even been aired.

So what can you do to claw back some love from such a vociferous fanbase while still doing so in a way that is inherently ‘Top Gear’? Well, you make something stupid for the Stig to drive.

Upon uncovering a relatively small amount of marketing budget underspend, I commissioned YouTube inventor extraordinaire Colin Furze to build the world’s fastest bumper car for The Stig and to document it in a series of YouTube videos.

We were able to leverage Colin’s loyal fanbase and the built-in neutrality of the Stig character to create by far the most positively received element of the series launch campaign. And earn a Guinness World Record in the process.

Across the series, we earned 27 million YouTube views (also got 20x more views than the series launch trailer) without a penny of paid media and extensive pick up in popular print and digital press around the world.