Whilst at BBC Studios, Rafaela creatively directed the Top Gear series 24 campaign. The idea was born out of one simple question; with supercars and crazy stunts in exotic destinations, how does Top Gear get insurance?
We launched an extended 90 second trailer six weeks ahead of the series premiere, airing it during a high profile junction on BBC One’s primetime - reaching an estimated 11 million people. The trailer ran for two weeks, rolling out to 185 territories across the globe and several digital and social platforms worldwide. It was watched by 33.9m individuals in the UK and reached over 16 million views on social media.
The campaign was critical in helping reinstate Top Gear as the world’s most loved motoring media brand, having faced a negative backlash with the departure of the long-standing presenting team. The brief was to re-establish Top Gear as a force for fun and re-ignite global love for the brand, showcasing the entertaining camaraderie between the new presenter line-up: Matt LeBlanc, Chris Harris and Rory Reid.
The campaign significantly increased positive sentiment on YouTube with a like rate 85% higher than the previous series.
Promax Gold - Best Entertainment/Music/Variety/Comedy promo
ECD – Rafaela Perera
Made in house with BBC Studios Brands and Marketing