DENSO, a leading global manufacturer of automotive parts, was launching its new Iridium TT spark plug.
Our wide-reaching Track 2 Track integrated campaign blended live, experiential marketing with PR and social media strategy, helping to increase awareness of both the product and the brand’s heritage of innovation among DENSO’s key European audiences.
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“The Track 2 Track campaign has been a fascinating journey across Europe, during which we have entertained and educated many of our customers, as well as the media, about DENSO’s history as well as its future.”
In the driving seat
The campaign was fronted by British driver, television presenter and motoring journalist Rebecca Jackson, alongside the Russian driver of the FIA GT3 European Championship Natalia Freidina. Both drivers were chosen to represent DENSO’s largest markets for spark plugs.
The grand tour
The campaign spanned nine European countries over ten days, covering 3,000km. Travelling in branded cars, the team made pitstops at ‘lost’ Formula 1 circuits, including Brno (formerly Masaryk) Race Track, Osterreichring (Red Bull Ring) Race Track and Spa Francorchamps. The route combined press days, hosted distributor events and surprise workshop visits.
Race for the prize
Our drivers treated guests to thrilling on-track experiences in a range of cars including the Ford Mustang, Ferrari, Audi R8 and Porsche 911. Natalia and Rebecca also went head-to-head to set the fastest lap time at each race way, culminating in a grand finale at Brands Hatch, UK, where Rebecca snatched the crown.
On the right track
The campaign achieved 37 pieces of earned PR coverage, reaching over 2.17 million people in print and online, and generated 49% uplift in engagement on social media.
We designed a year-long communications campaign that targeted both internal and external audiences with digital and print using an award-winning creative idea that merged heritage photography with present-day staff and customers.