Wheeler Dealers

Wheeler Dealers - Background

Experienced car trader Mike Brewer & motor specialist Edd China are gearing up again,

to save a whole hostof motoring classics from the scrapheap…

…and sell them at a profit

An unusual programme format for motoring

Objectives

BUILD a loyal audience

INCREASE viewing figures

Women can’t get enough of property makeover shows

Men will feel the same way about cars

The key difference is…

…but men watch actively, they like

to tinker with things

Women tend to watch

passively…

Immerse Car Blokesin Wheeler Dealers

content BEFOREtransmission

and they will watch

Don’t TELL Car Blokes it’s on; SHOW them what it’s about

Driving interest in the show:2 prong strategy

CONTENTdrives

InteractionInvolvement

& Word of Mouth

REMINDERSdrive

Tune-in

Content drives interaction

Video streaming of trailer

Car restoration game

Competition

Trailer on MSN

http://www.topgear.com/discoverychannel/

Reminders drive tune-in

• Day of week & time of day activity to reach audience as

close to the show as possible

- 4car takeover on Tuesdays

- MPUs on hotmail, men 18-34 Tuesdays 5 - 8.30-pm

Tactical activity targeting users who

have already seen the content

4car takeover - Tuesdays

MPUs on hotmail, targeting18-34 males – Tuesday 5 – 8.30pm

Campaign Results

• Content areas

- 500k viewers exposed to day of week promotional activity

- 48,000 views of the trailer in the first week

- Game played 13,000 times during activity

- 6,000 sign ups to 4car competition

All results well above campaign

projections

0

25

50

75

100

125

150

175

200

225

Au

die

nce (

000s)

Previous Wheeler Dealers programmes

Audiences Doubled, then Tripled

Current Wheeler Dealers series

Claire McCormack, Marketing & PR manager:

“Wheeler Dealers has been our most successful

programme launch this year.

To treble viewing figures for only £40k is a brilliant result.”