In 2017, Topaz introduced miles, a premium fuel that takes motorists up to 3% further, to the Irish market. To celebrate the launch, notorious was tasked with designing and delivering a launch stunt that would be unlike anything ever seen in the country before and would ensure mass consumer awareness of the miles brand.
We thought, what better way to show consumers that miles takes you further than a miles powered car driving up the River Liffey?
So, we set about making it happen. Departing from Dublin Port and making its maiden Irish voyage to the iconic Ha’penny Bridge, crowds of onlookers gathered as the miles WaterCar went further than ever before on the River Liffey.
To add some additional wow factor, we enlisted champion wakeboarder, Peter Stewart, to perform eye catching stunts off the back of the WaterCar to the delight and astonishment of the crowds that formed along the banks of the River Liffey.
A team of photographers and videographers captured content from several vantage points along the River. Photos were syndicated to Ireland’s media and coverage was secured in every National print title the following day.
Additionally, following the stunt, notorious managed a full drive schedule that saw key media and influencers experience an adrenalin-fuelled ride in the miles WaterCar. This generated huge amounts of additional social and media coverage opportunities, ensuring that consumers nationwide were aware that miles had arrived in Ireland.
The hugely successful stunt created a standout moment for miles, generated significant brand awareness and provided the opportunity to position Topaz as a dynamic, exciting and innovative retailer.
A survey of 500 Irish consumers, which was conducted after the miles launch campaign, found Topaz enjoyed an 11% uplift in brand image in the two months directly after the launch campaign, with over two thirds confirming that they had visited a Topaz forecourt during this period.
Comments from surveyed consumers were overall positive in response to the miles campaign, finding its messaging engaging and straightforward. The survey also found that 3 out of 4 of consumers who owned cars got a better impression of miles fuel and its benefits after seeing the launch campaign.
With total PR campaign reach exceeding 14 million and coverage extending beyond Irish shores to Europe and Canada, the objective of increasing awareness of the miles brand in Ireland was smashed!