Associated with high end quality and a price tag to match it, Sidchrome's brand loyalty was strong with an older generation of lifelong supporters. However they weren't gaining traction with the growing, younger markets. MANBRANDS were asked to develop a campaign to refresh the brand and engage this new generation of automotive mechanics.
MANBRANDS responded to this brief by going straight to the target market. We engaged automotive TAFE students at Chisholm Institute to restore a dilapidated Volkswagen Kombi. The restored Kombi became a pimped out version of an original Kombi, complete with Sidchrome branding.
ManBrands then created a competition to win the finished Kombi which included a website build of the site winwithsidchrome.com.au for project and entry details. In conjunction with national point of sale kits promoting the project and competition, Street Machine magazine was engaged as a media partner to run print media editorials promoting the campaign. One of Street Machine’s key contributions was to produce a series of videos documenting the journey from dilapidated Kombi to pimped out Sidchrome Kombi.
The Sidchrome Facebook page received 13k+ new likes, 107k+ people engaged in Australia and 1,254 total competition entries. Top videos on Facebook received 100k+ views each, with the Street Machine video series receiving 84k+ views across YouTube, Facebook and on its website, generating 2k+ clicks through to Project Kombi content via EDM. Street Machine's print ads reached 695k people.