Driving brand awareness
to a new audience

The challenge

Nextbase, the market leader in dash cams, wanted to reach a younger demographic who would appreciate the key benefits of owning a dash cam, such as proving fault in accidents and potentially lowering motor insurance premiums.

The challenge was to create engaging content that would resonate with this audience while highlighting the value of having a Nextbase dash cam in their car.

The approach

To capture the attention of younger drivers, we developed a mockumentary-style series that humorously spotlighted bad driving habits. The campaign featured comedy characters played by top-tier influencers, each representing a different type of bad driver, including the ‘middle lane driver,’ the ‘it’s-never-my-fault driver,’ and the ‘tailgater.’

The aim was to use humor and relatability to drive home the importance of dash cams in capturing these moments on the road.

Production

The series was shot using Red Epic-W cameras and Cooke Panchro Prime lenses to capture a cinematic yet relatable style, aligning with the mockumentary feel of the content. The production team worked with a combination of car mounts and gimbals to ensure the dynamic driving scenes felt authentic.

We focused on capturing the influencers’ comedic performances in a way that would resonate with younger audiences, ensuring each character’s quirks and driving habits were brought to life convincingly.

Post-Production

The editing process focused on enhancing the comedic timing of each scene, carefully balancing the mockumentary format with the need to highlight the benefits of Nextbase dash cams. The footage underwent a detailed colour grading process to create a bright and engaging visual style that would appeal to the target audience.

Sound design also played a crucial role, incorporating subtle cues that accentuated the humour and relatability of each bad driver scenario.

The results

The Nextbase ‘Bad Drivers’ idents were prominently featured on Driving Entertainment on Dave from September to December, reaching a broad TV audience. On social media, the mockumentary series achieved over 350,000 views on Facebook and reached an audience of over a million.

The campaign sparked hundreds of reactions and comments, with viewers tagging friends and engaging with the content, driving a significant increase in brand visibility. Additionally, the Nextbase Facebook page grew by 400%, significantly boosting their social media presence and engagement.