The Gran Tour
We were approached by Rentalcars.com to create a social media campaign for them that felt fresh and innovative, showcased real emotions and wasn't an ad.
We felt that the USP of renting a car was access to places off the beaten track and the possibility of adventure - something that’s not typically possible with a resort stay or package holiday. We wanted to explore how that spirit of adventure could inspire people in a unique way - and so The Gran Tour was born.
The concept was simple: we wanted to take three grans from Salford and send them on an incredible roadtrip. We found our grans at a local dancing group for retirees - Mature Movers in Eccles - and through a hilarious casting process, we knew we’d found our stars.
We spent a week on location in Catalonia, Spain, where Pat (74 years old), June L (72 years old) and June G (79 years old) crashed boats, joined in with street dancers in Barcelona, enjoyed cooking with locals, learnt to skydive and finally went hot air ballooning at dawn.
The final film ended up being a 12 minute mini-documentary (split down into 5 shorter episodes for social) and a 20 minute directors’ cut.
Doodledo produced the entire project, from creative to pre-production, crew on location, unit stills, edit, grade and audio mix and all graphics and title sequences.
The Results
The initial target that Rentalcars.com had set was for engagement with around 50,000 people, however the results for this project exceeded those expectations many times over:
- 5 million unique views
- Total reach of 10.5 million
- 37k comments
- 2,500 Twitter followers gained
- 3,200 Facebook followers gained
- 15k link clicks
- +22% increase in email newsletter clicks
The success of this campaign led Rentalcars.com to commission further content for The Gran Tour, including a full production of a further episode in Turkey, a Christmas episode, a Gran Day Out in Blackpool and a making of documentary.
