THERE’S NOTHING QUITE LIKE A MCLAREN.
The truth in the Middle East is that the region knows of McLaren but they don’t really know the true essence of the brand, they don’t know it the way the company knows it. Every single sportscar and hypercar is crafted with immense attention to detail and the Tonic team was determined to bring this value to the forefront of the campaign
THE REAL EXPERIENCE
McLaren’s legacy was born on the tracks
The ultimate place where power and performance are put to the test.
This is the aspect that we used to target our male key demographic to make them feel special, powerful and in charge: ‘McLaren Be a pilot’
BE A PILOT
“The thrill of elevating drivers to pilots, to show them what it truly means to be a McLaren driver, and the only way to do that is the McLaren way.”
The brand positioning was centred around exhibiting and bringing out the inner pilot of our target audience.
This was reflected in the work; showcasing lifestyle moments of leadership.
Track day/putting it to the test/giving it everything/Ready. Set. Go./START YOUR ENGINES
TIME FOR TAKE OFF
Our understanding of the target audience and their behaviour, both online and offline, led us to bring the campaign to the digital advertising forefront.
We kicked off the campaign using social media, display ads and YouTube ads to generate quality leads.
The digital campaign was tailored and optimized to perform just as a McLaren car would perform on the tracks: with precision and excellence.
Results as eye-catching as the cars themselves: A 47% drop in cost per lead and an increment in qualified leads by 135%.