CATEGORY 24: Grand prix
SPONSORED BY
WINNER: JCB Dieselmax
AGENCY: Fingal CAMPAIGN: ‘Land speed record 2006’
or sheer scope the JCB Dieselmax
F
campaign would be hard to beat.A
prestigious global company
deserved a prestigious global campaign,and
that’s precisely what Fingal delivered.
JCB is proud of its brand,proud of its
innovation and proud of its willingness to take
risks.Chairman Sir Anthony Bamford thought
his company’s new JCB444 diesel engine a
triumph of British engineering and wanted to
celebrate the fact.The concept seemed
preposterous:take two engines from a humble
JCB digger and use them to challenge the world
land speed record.The campaign not only
entered the record books by turning a
workhorse into a racehorse,it created a
worldwide following for JCB among ordinary
people as well as specialists.Seldom has the
task of raising a company’s profile been so
comprehensively successful.
A global campaign
The brief was huge.Fingal had to deliver a
documentary to be shown in the UK and the
Channel 31 (Australia),FOX (US),Nadim
US,global media coverage,dedicated website,
•
Twenty one TV news items in the UK
Mehanna (Middle East) and RUV (Iceland).
high-quality book detailing the record attempt,
•
Eighty one TV news items in the US
The record attempt was to be made at the
and a tranche of material which could be used
•
Coverage in 38 countries worldwide
Bonneville Salt Flats,Utah on 22 and 23
in future publicity.Key specialists were detailed
•
Thirty million readers from UK publications
August 2006.To maximise media exposure,
to handle different aspects of the campaign.
•
Four million readers from US publications
communication was crucial.
Land-speed journalist David Tremayne
•
5.6 million hits on the website during the
An advanced PR team set out early in the month of the attempt
wrote the media kit plus The World’s Fastest
month to smooth the way,while a second PR
Diesel,published by Haynes;photographic and
•
Average of 656,000 hits per day during the
team accompanied the European media group, month of the attempt
video news distribution agencies provided
two days before the attempt.US media arrived
images to JCB;onboard camera specialists
•
Video footage downloaded 4,799 times.
on the day.Once in Utah,40 journalists were
worked closely with the engineering team and Best of British
given behind-the-scenes access.
land speed expert microlight pilot ensured The campaign would still have been impressive
aerial images. Record breakers even if the record had not been
Six months before the land-speed attempt, When JCB Dieselmax’s first attempt smashed comprehensively broken,but it was not once
the teaser campaigns began.Flyers were posted the existing record,forward planning allowed its but three times:317.021 mph,328.767 mph
to staff and the media,gradually announcing marketing department to deploy an advertising and 350.092 mph.
the launch date and the project.Hand-picked campaign across several UK broadsheets The team believe that the car’s top speed
media were invited to the launch to chat to key announcing the achievement. has still not been reached as the top safety
personnel and view a show car. So good was the communication that Annie speed for the tyres is 350 mph.RAF Wing
At noon on the launch day the website went Berrisford,the engineering placement student Commander Andy Green,Dieselmax’s driver,is
live.Journalists not at the launch were directed on the team,says, “Our main difficulty was a member of a very exclusive club;fewer people
by email to a secure media login area providing communicating over the 11 miles of track,so have driven faster than 300 mph than have
words,stills and a downloadable VNR for that in the pits where I was standing we were climbed Everest or been into space.
broadcasters.As the campaign hotted up almost the last to know that we had achieved a Perhaps the final words should come from
regular media communications were new record.My mum,back in England,phoned Green.“JCB showed a lot of courage in taking
distributed via email and on the web and the only a few minutes after the news had reached up a challenge that they knew very little
archive of photography and broadcast images us to say congratulations to the team.” about,”he says.“They achieved a lot as a
were continually updated.In addition,exclusive Media communications continued after the company and I was lucky enough to be part of
stories were set up with media on both sides of event with outstanding levels of coverage a really terrific team of people who did
the Atlantic. worldwide,not least National Geographic’s something remarkable and loved doing it.It
Media reach was truly international. two-part documentary The Need for Speed and was a huge bold statement on a global stage
Dieselmax was covered in 38 countries ranging Speedology in the US and UK.The statistics about the excellence of British engineering.
from the BBC World Service and Sky News to are impressive and include: Overall, the 2006 campaign was a triumph.”
42
For more information on the winners, go to www.b2bm.biz/awards
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