The car that got away
The Story
The idea
‘The car that got away’…playing on our audience’s love of rivalry and retro, we asked the nation for the car they always wanted growing up, but which remained just out of their reach. The key message being that, with Hitachi, it need never happen again.
The solution
We created a shortlist of top cars by decade and these are being showcased across all media channels with the nation voting for their winners.


Phase 1 survey, competition & data
After shortlisting the ‘cars that got away’ from each decade, we invited our users to vote. They could then enter a completion for the chance to win £10k towards their next car and encouraged to share their choice on social, capturing data as we went.
Phase 2 content
We’ve created an in-depth central content hub, online native stories and a series of advertorials in print
Phase 3 social
We utilised the massive BBC Top Gear social footprint to effectively drive engagement, shares & voting across Facebook and Twitter
Phase 4 video
The next phase is video creation – so watch this space. We’re shooting now…




The results
Running now!! So why not check it out