Sure for Men - The Fast Cash Races
The Brief
Sure asked us to create a motor sport-themed launch to promote for their new deodorant - V8.
Idea
‘The Fast Cash Races’, is part whacky races, and part Top Gear, with the thrill of betting thrown in for good measure. We created and filmed dozens of quirky drag races, that even seasoned petrolheads would struggle to predict who’d win. All you had to do was buy a can, go to the website, then try and pick a winner to bag £10. The launch was supported with tactical press ads, that ran alongside the F1 coverage in Monday morning’s press.
Results
Sure very quickly sold out of the promotional cans and had an 8.6% redemption rate, smashing all previous KPIs from previous promotions. The campaign went on to win several industry awards.
