Revving up a season launch through disruptive motion

With all but one driver announced for the 2020 British Touring Car Championship season, Team Hard Racing wanted to disrupt the usual article process and announce the signing of Nic Hamilton with a bang.

Team Hard Racing

Record breaking reveal

The British Touring Car Championship is well supported but rarely sees interest from outside the core fanbase. Our task was to make this announcement appeal to a large cross section of people.

Our aim was to pave the way for more dynamic and engaging content that will reach a wider audience and create new fans.

Planning the largest driver announcement

With various stakeholders and a driver that transcends the sport, it was imperative the unveiling was more than simply a driver announcement. We took the time to understand exactly how the driver, team and sponsors wanted to have the announcement positioned.

The planning and storyboard phases were the most crucial. After several rounds of collaborative ideation, we had the skeleton of a promotional video that told Nic’s story. But also signposted that this was an exciting development in the teams history as well as the drivers.

Making some noise

The announcement ran in all major motorsport outlets with the video attracting record number of views for Touring Car news.

Our impact

  • 400k+ views making it the largest BTCC driver announcement since the 1990s.

Project Information

  • Marketing

  • Video