Background on a viral sensation
You don’t have to have the marketing budget of Budweiser or the advertising clout of Toyota to create an advert that generates a viral sensation. An interesting subject matter, combined with good production values, can be just as effective when a few people (or publications) with big followings get hold of it. You don’t need the Super Bowl to help it along, either…
This is precisely what happened to Nicholas Mee & Company – a prestige Aston Martin specialist in west London. When it posted a simple yet well produced video of its DB Convertible Junior on YouTube, it caught the attention of the world.
About the DB Junior
The DB Convertible Junior is a hand-built, scaled-down version of the classic ‘DB’ series of cars from the 1960s. Powered by a 110cc 4-stroke engine, and capable of up to 46mph, it is the ultimate ‘toy’ for a lucky child (or adult, as the DB Junior can house people up to 6ft tall). Its £16,500 price tag may raise eyebrows for what is essentially a plaything, but given that it has a fully-developed chassis, leather interior and literally thousands of options, it’s a plaything with serious quality.
Nicholas Mee asked GForces to produce a simple yet effective video to go alongside the listing of the DB Convertible Junior and also be posted to the company’s YouTube page. A quick turnaround was needed, with the film being shot and produced in the last week of January 2014. Utilising some stock footage of the car helped bring an extra dimension to the final product, seamlessly incorporating this footage with the new film shot by GForces’ Media Services team.
The video was posted on Nicholas Mee’s YouTube channel on the 31st January and by the 3rd of February, had already amassed 21,000 views. At the time of writing (5th February), this has increased further to over 117,000 views.
A host of media sources have also posted stories about the DB Convertible Junior. In the UK these include national newspapers such as the Telegraph (http://bit.ly/1eT0Qmy), the Daily Mail (http://dailym.ai/1nSi7E1), Auto Express (http://bit.ly/LOMCMz) and Wired (http://bit.ly/1io7LYp). These sites all have very high readerships, meaning that in the UK alone, hundreds of thousands of people will have been exposed to the Nicholas Mee brand.
The story has also gained international interest across Europe and as far afield as the USA and Russia. By way of examples, the Dutch Telegraaf Autovisie – one of Europe’s most respected automotive supplements – ran a story (http://bit.ly/1bttUmO). In Spain, Actualidad Motor – another well-known automotive publication – reposted the video (http://bit.ly/1g0Ykwy). Across the pond in the USA the New York Daily News posted a light-hearted feature on the car (http://nydn.us/1dpRwp2) whilst the car was viewed from Russia, with love (http://bit.ly/1bttUmO).
Neal Garrard, Commercial Director of Nicholas Mee & Company, commented, “The level of interest in our video, our brand and the DB Convertible Junior has been unprecedented since it went live. Video has been a cornerstone of our online marketing for some time, and the GForces Media Services team has been instrumental in driving this. With the right subject matter, it’s possible to reach audiences that you’d never have dreamed of reaching previously.”
How many views?
Truth be told, it’s almost impossible to know for certain how many people from across the globe have been exposed to the Nicholas Mee & Company brand because not all embedded videos count as views on YouTube, but we can assume it to be safely in the millions.
Ultimately, the experience of the DB Junior Convertible video demonstrates that a small business with a small media spend – utilising the expert GForces Media Services production team – can have global appeal. All it takes is a simple yet emotive subject matter, and a little traction in the media.