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Fox Agency Pagid campaign sees Silverstone racing success

Earlier this year, Pagid – the UK’s biggest-selling braking brand and a long-term client – approached Fox asking for an exciting, integrated campaign to drive sales and give something back to their biggest customers.

Full-throttle integrated marketing

As an agency with extensive experience delivering integrated campaigns, we leapt into action, planning and producing ‘F1RST TO THE FLAG’.

Built around a competition draw, customers entered by ordering £250 of Pagid brake pads or discs from Euro Car Parts. 90 winners each won a pair of VIP tickets to Silverstone’s Blancpain GT Series Endurance Cup and nabbed limited-edition racing jackets emblazoned with Pagid and Black Falcon – Pagid’s racing team partner.

To support the campaign, we combined ads, PR, direct mail and a brand-new landing page to drum up the hype and get Pagid right in front of their customers. Safe to say, the campaign was a great success, with thousands of entrants and a brilliant boost to sales. Soon it was time for the big day at Silverstone itself.

Fox hits Silverstone

With pulse-raising racing on my mind, I headed down to Silverstone, meeting up with the Pagid team and the 180 winners, making sure the day went off without a hitch. As well as complimentary drinks and snacks, winners enjoyed a three-course lunch and access to an exclusive suite overlooking the circuit. What’s more, as well as being treated to Silverstone paddock tickets, customers enjoyed exclusive access to the Black Falcon pit, getting up close with the powerful Mercedes-AMG GT3.

The reigning Endurance Cup champions didn’t do as well as hoped, having been hit hard by a red flag during qualifying that put them in 37th place on the grid. Nevertheless – and I’d like to hope partly due to all our winners’ fantastic support – they stormed past competing teams, including a rather ostentatious golden car, footballer Fabien Barthez and Top Gear’s Chris Harris. Before long they’d ended up in seventh with a respectable points total. Somewhat unsurprisingly, the gold car finished 2nd last.

While we’re certainly looking forward to our next integrated campaign with Pagid, contact the team today to find out how we can put the pedal to the metal for your brand.