Global Media Award at SEMA 2010
Turbosmart is a manufacturer of niche automotive performance product. With a very narrow and specific demographic, their products have been marketed using a feature-based, technical approach and relying heavily on the product’s performance merits.
Unfortunately this is the same approach being used by their competition. With the Comp-Gate campaign we decided to take a different direction. The campaign was designed to set the Turbosmart brand apart from the others and transcend the demographic boundaries the product would normally dictate.
The ad campaign was focused on a unique feature of the product - a “locking ring” which was a new innovation in the wastegate market. A "Lord of the Rings" parody video was used as memorable way to highlight the unique "ring" of the CompGate40. The concept was then extended to print ads, online banners and an interactive competition.
The concept, video production, edit, photography, print ad design, and all P.R. by the Creative Drive team.