Taking heycar on the road to Wembley

Taking heycar on the road to Wembley

The Brief

Online motoring marketplace heycar tasked us with amplifying its sponsorship of BT Sport's coverage of the 2021 FA Cup. This was all about being big and bold to boost brand awareness in a new space with football fans and the association with the game's most famous competition, to generate links to the heycar website and to solidfy the heycar 'feelgood' proposition. The campaign ran from January to May, 2021.

Think

heycar brings fans closer to the game they love.

Feel

heycar and the FA Cup are a feelgood match.

Do

Have heycar front of mind when researching my next car purchase.

Results

To boost heycar's status in the minds of the online car buying public, the PR and social campaign around the FA Cup had five strands.

First, we secured an authoritative ambassador for the campaign in former Tottenham and England midfielder - turned TV pundit - Jermaine Jenas. Jermaine's opinion on the teams in this season's competition, his memories of playing in the FA Cup and his interviews with superfans from around the country provided the basis of much of the content that was produced for all channels across the duration of the campaign.

News amplification took place at every round of the competition based on Jermaine's expert insights; fuller versions of the content were housed on heycar's site,

Jermaine's interviews with supporters about FA Cup memories - those days when online car buying and the road trips to get to games work seamlessly together - gave us a regional hook from sports as far apart as Hull, Portsmouth, Wigan and Wrexham.

Graphic 'renders' of famous football clubs reimagined as cars provided innovative niche content, while recording famous football chants using only car horns was the ultimate feelgood link between the beautiful game and our motors.