Following the success of motorpoint.com.au, we were asked us to use our expertise in branding and web development to create a website and online campaign that would create awareness of the new release of OzCarGuide.com, a car reviews portal from the creators of motorpoint.com.au. Key to accomplishing this would be integrating the website's mass appeal, and ensuring that its millions of visitors online would embrace the final product.
Strategy
Both websites share a similar audience, but Motorpoint's audience is well known for its online evangelism. We knew that in order for this to be successful, we would have to appeal to these fans and create a halo effect from the more popular of the two websites. The project had to appeal to the key audience: males, skewing towards college age, who are fanatically devoted to cars.
Performance
This website was a true viral marketing success. Without any paid media support, it managed thousands of unique visits within its first month of launch. The website was also mentioned on over 40 car enthusiast blogs becoming a minor phenomenon.
