City & Guilds, the UK's leading vocational awarding body, has launched a new microsite and a viral game campaign just-in-time for the Motor Show at Excel London.
Created by Freestyle Interactive, the retained digital agency for City & Guilds, http://www.cityandguilds.com/lovecars is aimed at building awareness of the City & Guilds name and its range of Automotive qualifications. The target audience is primarily 14-19 year olds and who might be considering a career in the automotive industry.
Justin Mlynarski, Senior Digital Marketing Executive at City & Guilds said: We've produced microsites before but this is the first time we've opted to go with a Viral game approach – we think its appropriate and relevant for the target audience. We wanted to engage the target audience in a novel and fun way, generate interest in the City & Guilds brand, and specifically heighten awareness of our Automotive qualifications. We're also looking to drive footfall to our Motorshow Stand. As well as the opportunity to enter a prize draw on-line, microsite users are given a code which they can present on the Motorshow stand, giving them a chance to win in a second draw.
Pumping heart
An animated car engine shaped like a pumping heart is the main navigational tool, and moves the player through a series of point-scoring games all leading to the chance of winning a Wii and free tickets to the motorshow. The online creative is based on work from offline design agency Purpose.
In the run-up to the Motor Show which starts on 23rd July, Freestyle has partnered-up with media company Naked Penguin Boy to deliver a natural seeding and community campaign as well as competition site targeting.