THE CHALLENGE

Vixa, the AA’s wellness app for cars, challenged us to create a campaign that would show car owners that Vixa is the perfect solution to not letting summer car troubles ruin your day. It needed to target Gen Z male car drivers and drive awareness at scale in a culturally relevant way. 

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‍THE SOLUTION

Nostalgia is a trend that is going nowhere, particularly when it comes to summer and music or tracks we associate with summer. Identifying this as a key trend for Gen Z, we began to go deeper and identified that UK Garage was having a comeback - particularly with the audience we needed to target. 

So our solution became to create a UK Garage track about summer car troubles, recorded in a garage with the aim of making it a viral summer banger. To create the tracker we teamed up with Garage legend Lisa Maffia and music producer Charlie Fracture to create Vixa’s first-ever UKG banger. 

The original track featured stories of summer breakdowns blended with car noises and name checks of Vixa, but importantly it sounded like a real song and not an extended jingle. Filmed in a garage complete with custom Vixa number plates and high-energy dancers, the video became the centrepiece of our media sell-in. 

On launch day we announced the “song of the summer” with research into the top summer plans ruined by car troubles in order to highlight that by not using an app like Vixa car troubles could make you miss festivals, mini breaks, long haul flights or even your best mate’s wedding. 

We released the track on SoundCloud so Garage fans could listen to as many times as they wanted, and supported the release with dedicated content across Lisa and Vixa’s social channels.

THE RESULTS 

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Garage Bangers generated 35 pieces of total coverage across traditional, social and online media with an audience reach of over a billion and 867K estimated coverage views. 

Across social the campaign drove 880K views, a 15% engagement rate and was the best performing campaign of Vixa’s to date. 

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